Introduction to the Marketing Mix: Product, Price, Place & Promotion

BE MK MM 315
Credit hours: 3
Contact hours: 45

The main concepts in the marketing fields are discussed and analyzed in this course. The focus is on the examination of the influences in a Marketing Plan have the definitions of the Product (market of reference and segment analysis), of the Price, of the Place (distribution channels) and of the Promotion. Topics to be covered are: introduction to marketing, marketing planning, products concepts and product management, segmentation, targeting and positioning, consumer buying behavior, promotional activities, channels of distribution, pricing concepts. It will also include an approach to the marketing process: analysis, planning, implementation, and control of programs designed to bring about desired exchanges with target markets for the purpose of achieving organizational objectives.