BUS 232 — Marketing
This course is an introduction to the marketing function in private and public organizations, designed to provide students with an overview of marketing concepts, tools, and methods of analysis. The course takes a practical, strategic approach to managing the marketing process. Steps include market research, segmentation, targeting, positioning, the four P’s (product, place, price, promotion) are explored, along with concepts of customer value and satisfaction, competitive analysis, brand strategy, consumer behavior, advertising, and the impact of digital on marketing strategy and implementation.