BUS215 Principles of Marketing & Consumer Behavior
Principles of Marketing and Consumer Behavior introduces the basic concepts and tools of modern marketing practice and appreciate the importance of marketing decisions dealing with product, price, distribution and promotion. The course will emphasize the interplay between these marketing decisions and environmental forces (competitive, economic, technological, socio-cultural, and legal-regulatory). The course will also provide the student with an understanding of consumer behavior, market research, market segmentation and positioning.