UBCx: Marketing1x Introduction to Marketing

UBCx: Marketing1x Introduction to Marketing

Darren Dahl, Senior Associate Dean, Faculty and Research, and BC Innovation Council Professor at the Sauder School of Business
University of British Columbia

Paul Cubbon, Marketing and Behavioural Science Division at the Sauder School of Business
University of British Columbia

“Marketing is a crucial function in all businesses and organizations, and is becoming increasingly crucial to success … This course, regardless of your industry background, will teach you core concepts and tools to help you better understand and excel in marketing. Key topics include Market Research and its importance to strategy, brand strategy, pricing, integrated marketing communication, social media strategy and more… will learn how to develop a basic customer segmentation system… effectively target customer segments and position product or service in the marketplace… begin to understand the psychology of consumer decision making… develop pricing strategies that maximize profitability… define appropriate channel systems and go-to-market efforts… understand how marketing metrics can benefit your business… build effective communication efforts with customers… “

(Source)

Welcome to the course

Section 1: The Changing Nature of Marketing

Section 2: Market Research, Segmentation and Targeting

Section 3: Positioning and Value Propositions, Product

Section 4: Branding, Pricing

Section 5: Distribution, Integrated Marketing Communication (IMC)

Section 6: Social Media, Measurement and Conclusion

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