Carleton University - BUSI 2204: Basic Marketing

In BUSI 2204 - Basic Marketing, students will be introduced to fundamental marketing concepts, methods, and terminology, fostering an understanding of marketing's significance in contemporary organizations within the Canadian economic and social context. The course covers a range of topics including an overview of marketing, creating customer value, sustainable marketing practices, company and marketing strategy formulation, analysis of the marketing environment, managing marketing information for customer insights, understanding consumer and business buyer behavior, segmentation, targeting, and positioning strategies, product development, pricing strategies, integrated marketing communications, and sales promotion techniques.

✔ After completing the course, you will be able to:

• Understand fundamental marketing concepts, methods, and terminology.
• Recognize marketing's significance in modern organizations and the Canadian economic and social context.
• Create customer value and engagement through marketing strategies.
• Analyze and assess marketing environments to make informed decisions.
• Utilize marketing information for gaining customer insights.
• Comprehend consumer and business buyer behavior.
• Apply segmentation, targeting, and positioning strategies effectively.
• Implement various marketing tools such as pricing, integrated communications, sales promotion, and personal selling.