This course is the introductory course in marketing. It is designed to provide students with comprehensive and broad knowledge of marketing principles to help them analyse and interpret marketing phenomena and suggest courses of action in response to marketing problems. It covers topics such as the marketing concept, the marketing environment, and the marketing mix which includes product, pricing, distribution and promotion. Other related topics include consumer behaviour, market segmentation and targeting, and marketing research.

This course is taught in seminar style and students are encouraged to actively participate in class. Cases, assignments, and/or projects may also be used for understanding the marketing concepts and application.

By the end of this course, students will appreciate the application of marketing principles in their everyday life and assess the quality of the marketing strategies employed by companies.

As the foundation course for business students, it provides the basis for later concentration in the marketing area.

This course is the introductory course in marketing for non-Business students. It is designed to provide students with comprehensive and broad knowledge of marketing principles to help them analyse and interpret marketing phenomena and suggest courses of action in response to marketing problems. It covers topics such as the marketing concept, the marketing environment, and the marketing mix which includes product, pricing, distribution and promotion. Other related topics include consumer behaviour, market segmentation and targeting, and marketing research.

This course is taught in a lecture setting with break-ups in tutorials for smaller groups. In tutorials, students are encouraged to actively participate. Cases, assignments, and/or projects may also be used for understanding the marketing concepts and application.

By the end of this course, students will appreciate the application of marketing principles in their everyday life and assess the quality of the marketing strategies employed by companies.

As the foundation course, it provides the basis for taking high marketing courses in the future, and as part of the requirements for a Minor in Business.

Ever think of being an entrepreneur and starting your own business? Small businesses are the growth driver for the world’s economy, and every day new products and services are created from start-ups to unique local businesses that help fuel new ideas and innovation.

And today, more than ever, marketing helps these ideas to become a successful business due to our connected, mobile world, the abundance of digital tools that are available to small enterprises and online marketing solutions that help businesses find the right customers anywhere in the world.

This course offers a unique opportunity for aspiring entrepreneurs to work with fellow classmates in developing a marketing strategy to turn their ideas into real, viable businesses. From a marketing perspective, the class will cover digital tools, social media, and mobile marketing solutions to help students formulate their business plans and go-to-market strategies.