BUS 64 — Principles of Marketing (3.00 units)
This course explores the nature, function and importance of marketing. It focuses on conducting opportunity analysis, assessing consumer behavior, engaging in marketing research, and target marketing as the basis for devising marketing objectives and plans. Students will develop and assess marketing strategies to meet the needs of consumer and Business-to-Business (B2B) target markets using the "4 P's": product, promotion, price and place. The emphasis is on ethics, needs-satisfaction, and relationship marketing in today's global, technology-infused, competitive environment.