UEH Talent Programs

Principles of Marketing

Tiếng Anh

MAR101

4

Understand the basic philosophy of marketing concepts and their strategic importance to businesses. Understand key marketing concepts and how they apply in a business context. Ability to analyze marketing situations, develop marketing solutions based on marketing theory and industry examples. Conceptualize the marketing process and how the various elements of the marketing mix, specific marketing tools and relevant theories combine to form a complete marketing picture. Understand the differences between goods and services, between consumer and business markets, and the implications for marketers when managing these diverse businesses. Excellent written and oral communication and marketing analysis skills

Principles of Marketing is an introductory marketing course aimed at students commencing the Bachelor of Business (Marketing) or students from other courses who have not previously studied marketing. It is a core course for the Bachelor of Business (Marketing). Principles of Marketing is a prerequisite for all other marketing courses.

Principles of Marketing provides an overview of the marketing process, and how it works within the business context. The aim is to introduce to you the important concepts underpinning the marketing process and the practical tools used by marketers to implement marketing strategies. The course will introduce to you the importance of marketing philosophy to future business viability and how each person in an organization can make a contribution to the marketing process.

For marketing students, Principles of Marketing offers a preview of many of the important marketing courses you will by studying throughout your course and will provide you with the basic concepts and tools with which to explore the more specialized marketing courses that follow. It leads into Advanced Marketing Concepts and Applications, where specific topics and skills are developed further.

For all other students, Principles of Marketing offers insights into the field of marketing, putting into context the role of marketing in an organization, and how you may interface with marketing in your role.