This course is designed to cover the Principles and Basic Concepts of Marketing. Primary emphasis is made on the four basic elements of Marketing (the Marketing Mix) - Product, Price, Placement, and Promotion. However emphasis will also be placed on the other three elements namely People, Processes and Physical evidence. The course will explore the internal and external factors that influence a firm's sales such as competition, economic conditions, etc as well as at the cultural, economic, political/legal, and technological factors affecting the marketing of products and services.
Philip, K. and Gary, A. (2001). Principles of Marketing, New Jersey: Prentice Hall.
William, D. Jr., Cannon, J. P., and McCarthy, E. J. (2009). Marketing: A Marketing Strategy Planning Approach. Basic 17th ed., New York, NY: McGraw-Hill Irwin.
Mid semester Exams/ Presentation and End of Semester Exams