Introduction to Marketing (BDEM303)
Introduction to Marketing:The definition of marketing, subject, scope and development. Marketing issues and approaches, marketing environment and strategic planning, marketing planning, marketing and strategic role, marketing information system, research and methods, consumer behavior and consumer markets. Industrial markets and buyer behavior, market segmentation and the choice of target market, evaluation of the market and sales forecasts, product and product concepts, the life cyle of products, brand and packaging, quality strategies, and the importance of price, pricing objectives, pricing methods, pricing for the new product. Promotion, the main promotion methods, and determination of budget, personal selling and sales methods/marketing, publicity and sales promotion, distribution and distribution channels, wholesale ve retail. International marketing, definition of marketing, factors affecting international marketing, export and import operations.