Marketing Fundamentals

Course Overview

This course introduces students to the essential concepts and principles of marketing. It explores how companies identify, understand, and influence consumer needs to deliver value and build customer relationships.

Students will learn the basics of market research, segmentation, targeting, positioning, and the “4 Ps”—product, price, place, and promotion. Through case studies, real-world examples, and hands-on projects, students will gain insights into companies’ strategies to compete effectively in the marketplace. By the end of the course, students will have a solid foundation in marketing theory and practice, preparing them for advanced studies or entry-level roles in the field.

You Will Be Able to:

Understand Core Principles: Define and explain fundamental concepts, including consumer behavior, market segmentation, targeting, and positioning.

Apply the Marketing Mix: Demonstrate knowledge of the marketing mix (product, price, place, and promotion) and analyze how each element impacts business strategies.

Conduct Market Research: Learn basic market research techniques to gather data, identify trends, and make informed marketing decisions.

Analyze Consumer Behavior: Explore the factors influencing consumer behavior and purchasing decisions.

Develop Strategies: Design a basic marketing strategy for a product or service, incorporating segmentation, targeting, and positioning principles.

Evaluate Effectiveness: Assess campaigns’ effectiveness and suggest improvements based on analytics and key performance indicators (KPIs).

Explore Digital Marketing: Gain a foundational understanding of digital marketing and how online strategies complement traditional approaches.

Build Team and Communication Skills: Work collaboratively on projects, developing teamwork and critical communication skills.