Principles of Marketing

This is an introductory course in business marketing and provides students with an overview of the four key components of marketing: product, price, people and promotion. Students are introduced to current marketing concepts, theories, perspectives, and applications, with an emphasis on the latter, through theoretical models applied to case studies relevant to the hospitality industry. The use of theoretical models applied to specific industry or business examples provides an overall structure to the course material and fosters strategic thinking, particularly as marketing processes apply to the hospitality industry. By applying marketing theories and concepts—e.g., marketing intelligence, segmentation, positioning, and marketing mix—to real-world or industry examples, students are encourage to develop an analytical mindset by which they can observe changes in the macro-environment, analyze relevant parameters, and integrate these into an effective strategic marketing concept. The course will also allow students to appreciate marketing in the context of finance, accounting, general management, and other functional areas of the business enterprise.