Principles of Marketing

UCC Single Module Certificate Course

This introductory course in marketing will expose students to the fundamentals and principles of marketing. Participants will gain a general knowledge of marketing, marketing research, consumer behavior, designing and developing products and the pricing and placing of products.

Emphasis will be placed during the course on the application of the marketing principles to real world situations.

At the end of this course students should be able to:

• Outline the fundamentals and principles of marketing
• Apply the principles of marketing to real world situations through case studies
• Explain the consumer buying decision-making process
• Evaluate and explain various product decisions that marketers make
• Explain the role of ethics and ethical decisions in marketing
• Explain the importance of corporate social responsibility in marketing