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Course Description

Formerly "Principles of Marketing."

Marketing drives business growth by connecting companies with customers, markets, and opportunities. This course introduces students to the core principles of marketing that create customer value while providing practical skills to develop, implement, and assess marketing strategies in today's digital and AI-driven landscape. Students learn to apply marketing theory to practice through real-world examples, exercises, and projects, gaining insight into how digital marketing, social media, and AI-enabled technologies influence customer engagement and growth.

Learning Outcomes

At the conclusion of the course, you should be able to

• Describe what marketing and strategy are;
• Conduct market and industry analyses; and
• Apply different strategies to build a customer-driven strategy and mix.

Topics Include

• Marketing strategy, planning, and analysis
• Consumer (B2C) or business (B2B) markets
• Product development, branding, and lifecycle management
• Pricing strategies and marketing channels for value and competitive advantage
• Integrated marketing communications: advertising, PR, personal selling, and promotions
• Digital marketing, customer journey mapping, and global marketplace considerations
• Ethical, sustainable, and socially responsible marketing practices

*This course may be applied to a certificate only if you are currently declared in a program.

Additional Information

AI* - This course explores how AI serves as a critical enabler of efficiency for companies and relevance for customers by helping marketers identify and reach target audiences at the right time with the right message, tailor offerings and content, and ultimately create greater value on both sides of the marketing value exchange.