PRCM 1100 Principles of Marketing

Introduces core marketing concepts, consumer behaviour, and the marketing mix within contemporary business environments.

Course overview

This course introduces core marketing concepts, consumer behaviour, and the marketing mix within contemporary business environments. You will explore how organizations identify customer needs and create value through product, price, place, and promotion strategies. The course covers the fundamentals of market research, segmentation, targeting, and positioning, providing a solid foundation for more advanced marketing studies.

Who takes this course

• Business Administration (Part-time)
• Business Administration

Credits: 3 · Hours: 45

Prerequisites

None

Learning outcomes

• Explain the fundamental components of the marketing mix and their role in business strategy.
• Analyze consumer behaviour patterns and segment target markets effectively.
• Develop basic marketing plans that address specific business objectives.
• Evaluate the impact of digital channels on modern marketing communications.

Evaluation