EDM2105 Principles of Marketing

This course introduces students to the essentials of marketing (key concepts, methods of analysis, strategies and tactics) critical to managing profitable customer relationships in today’s dynamic and connected environment. The course provides a broad overview of all the marketing activities involved in the provision of products to final and organizational consumers. 

Course Objectives
Specifically, the course objectives are:

• To introduce students to marketing strategy and to the elements of marketing analysis:
• customer analysis, company analysis and competitor analysis;
• To familiarize students with the elements of the marketing mix (product, pricing, promotion, and distribution strategies);
• To enhance students’ problem solving and decision making abilities by learning how to leverage strategic marketing analysis to inform tactical marketing mix decisions; and 
• To expand knowledge of marketing concepts, the role of marketing in society and in the organization, and the various factors that influence marketing decision making.

Learning Outcomes
By the end of this course, students should be able to:

• Appreciate the basics and evolution of marketing;
• Explain the core marketing activities of a business;
• Establish the company marketing process and environment; 
• Describe the evolution of marketing; and
• Evaluate core marketing activities of a business.