MKT 201 : Principles of Marketing

Prerequisites: None

This course introduces the marketing functions undertaken by an organization. It covers topics related to products, distribution channels, buyer behavior, promotion, and pricing. The course defines marketing and the marketing process, explores the marketing environment, and discusses the marketing mix. Students are expected to learn about managing customer relationship, services, public relations, direct marketing, product life cycle, and branding. Students will also be introduced to the new changes in the marketing sector, especially the e-marketing concept based on the rapid development of technology.