Course Description
This course is concerned with the role of marketing in society and within a firm, understanding consumer and organizational markets, marketing strategy planning, the marketing mix, and social media marketing, etc.. It will equip you with helpful tools and strategies to analyze the status of your product on the market and make marketing decisions.
- Understand the marketing concept as the foundation for marketing decision making
- Recognize market segmentation and selection of target markets as a major component of marketing strategy
- Identify the marketing mix (the 4Ps) as a major component of marketing strategy and differentiate different types of products and branding strategies
- Recognize the components of the communication process and describe the various integrated marketing communication approaches to achieve a company's communication objectives
- Recognize the steps in the consumer buying process and differentiate between different types of factors that affect the consumer decision process
- Explain the 4E framework of social media and identify strategies for effective social media content
Agnieszka Chwialkowska, Ph.D.
Associate Professor
University of West Georgia
May
1
Summer
2025
Start Date
September
2
Summer
2025
End DateDuration
16 weeks
Instruction Method
Self-pace
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