Designed to teach students the foundational principles of marketing in the digital age, this course uses current case studies and engaging, real-world scenarios to help students recognize and analyze marketing in business as well as in everyday life. These course materials incorporate the use of data, digital communications and digital marketing strategies throughout the course, reflecting modern marketing in practice.

1.1: About This Course
1.2: Learning Outcomes
1: What Is Marketing?
2: Marketing Function
3: Segmentation and Targeting
4: Marketing Strategy
5: Ethics and Social Responsibility
6: Marketing Information and Research
7: Consumer Behavior
8: Positioning
9: Branding
10: Product Marketing
11: Pricing Strategies
12: Place- Distribution Channels
13: Promotion- Integrated Marketing Communication (IMC)
14: Marketing Globally
15: Marketing Plan
Back Matter
- Index
- Glossary