The American University BBA 3201 Principles of Marketing

Provides an introduction to the functions of marketing. Discusses the influence of social, economic, ethical, legal, and technological forces on marketing activities, and marketing around the globe in a socially responsible way. Features real-world examples that show concepts in action and how marketers address today’s marketing challenges.

Learning outcomes

• Explain the concept of value proposition.
• Apply the market segmentation process to identify target markets.
• Use a target market to develop a marketing mix.
• Relate the importance of product positioning to brand strategy.
• Examine an organization’s pricing strategies.
• Discuss supply chain and logistics management in marketing.
• Explore factors that influence promotional strategies.

Prerequisites

None