Introduction to Marketing

Course Description:

This course provides a comprehensive introduction to the principles of marketing and its vital role in driving business success. It covers key concepts such as the marketing mix (4Ps), consumer behavior, and market research techniques. Participants will learn how marketing strategies engage customers, enhance business growth, and adapt to the shift from traditional to digital marketing. Through practical exams, students will gain hands-on experience by applying theoretical knowledge to real-world scenarios, including creating a marketing mix for a new product and conducting market research.

Topics Covered:

1. Introduction to Marketing Concepts
   • Definition of marketing and its importance in business.
   • Understanding the marketing mix (4Ps: Product, Price, Place, Promotion).
   • The shift from traditional to digital marketing.
   • How marketing drives customer engagement and business growth.
   • Practical Exam: Develop a marketing mix for a new product, focusing on each of the 4Ps.
2. Market Research and Consumer Behavior
   • Techniques for conducting market research (qualitative vs. quantitative).
   • Tools for gathering customer data (surveys, focus groups).
   • Analyzing consumer behavior and decision-making processes.
   • Practical Exam: Conduct market research for a mock product and analyze customer preferences.