BUS 340 - Marketing

This is the introductory marketing course designed to familiarize students with the practice of marketing in a modern business environment. It takes as its starting point students’ every-day observations of marketing activity (e.g., advertisements and retailing) and explains the network of activities and concepts that guide these programs. Students will acquire an understanding of the marketing process: 1) Marketplace analysis organized around the 5 C’s (context, customers, company, collaborators, competition); 2) Marketing strategy using the STP (segmentation, targeting, positioning) framework; and 3) Implementation organized around the 4 P’s (product, promotion, price, place). The course project provides an opportunity to demonstrate creativity by developing a marketing plan for a business of your choice.