An introduction to contemporary principles and practices of marketing. The course is structured around the process of marketing planning leading to the development of successful marketing strategies, including the commercialization of products and services in domestic and international environments. Focus is on environmental scanning techniques, setting and evaluating measurable objectives, innovating and controlling the interrelated components of product/service offering, planning and executing the marketing mix (channels of distribution, price, and promotion), and enhancing customer relationships through the delivery of customer value.
3 credit hours
This 15 week course requires students to spend approximately 9 hours a week on course work.
This course section is open to RIT Online students.
Enrollment restrictions are subject to change. Please contact us for assistance.
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