About DGM100 — Introduction to Marketing

This course provides students with an introduction to marketing and its impact on the global economy. It explores topics such as defining marketing, understanding the marketing mix variables, creating value through marketing, and analyzing the marketing environment. The importance of building customer relationships and the role of marketing in the global economy are also discussed. The course further delves into planning, implementing, and evaluating marketing strategies, including strategic planning processes, developing marketing objectives, and managing effective implementation. Additionally, it examines the marketing environment, social responsibility, and ethics, including the influence of competitive, economic, political, and sociocultural factors on marketing decisions. The significance of incorporating social responsibility and ethics into strategic planning is emphasized. The course also covers marketing research and analytics, target market segmentation and evaluation, consumer buying behavior, business markets and buying behavior, digital marketing and social networking, integrated marketing communications, advertising and public relations, and personal selling and sales promotion.

Prerequisites

A Windows-based PC that meets the requirements outlined on the following web page:

https://www.ciat.edu/student-resources/system-requirements/