The basic concepts and principles of marketing as practiced by
organizations. The intent is to provide students with an understanding
of how the marketing function fits within the overall structure of the
organization and how it contributes to achieving the organization's
mission. Areas include the marketing environment, marketing research,
consumer behaviour, the marketing mix (4P's), segmentation, targeting,
positions, and marketing strategy.
Prereq: Comm 1213 with a minimum grade of C-, ECON 1013 and ECON 1023.