Principles of Marketing

Course Code: MKTG 1001

Academic Year: 2017-2018

This course provides an overview as well as a foundation for further studies of all aspects of marketing as practised in Canada today, both domestically and internationally. The course focuses on developing competencies in understanding the business environment and applying the tools and techniques of marketing research and analysis to develop effective marketing strategies. Legal, social, cultural and other elements of the marketing environment are considered in cases requiring research of current materials and practical application of course studies. Product, price, promotion and distribution frameworks are examined, both as separate and integrated subsets of the marketing mix within strategies oriented toward satisfying consumer wants and needs to achieve organizational objectives.