Simon Fraser University - BUS 341: Fundamentals of Marketing

BUS 341 - Fundamentals of Marketing is a comprehensive course available at Simon Fraser University (SFU) that introduces students to the field and practice of marketing. It takes a broad perspective, encompassing not only traditional products and services but also the marketing of people, ideas, organizations, and places. The course goes beyond theoretical concepts, challenging students to apply their knowledge to real-world scenarios.

✔ (Summary) What You Will Learn:

• Marketing Strategy and Planning: Students delve into the process of formulating marketing strategies and plans, covering essential aspects like defining marketing objectives, conducting market research, and analyzing market opportunities.
• Consumer Behavior: This segment explores the various factors influencing consumer decision-making, including psychological, social, and cultural elements.
• Market Segmentation, Targeting, and Positioning: Students learn how to identify and analyze market segments, select target markets, and devise positioning strategies to differentiate products and services effectively.
• Product and Service Marketing: This topic encompasses the development and management of products and services throughout their life cycle, addressing aspects such as branding and product portfolio management.
• Pricing Strategies: Students gain insights into diverse pricing strategies and the factors that influence pricing decisions, such as costs, competition, and customer value perceptions.
• Distribution and Channel Management: This segment delves into the role of distribution channels in marketing and how to manage relationships with channel partners like wholesalers, retailers, and agents.
• Promotion and Integrated Marketing Communications: Students learn about various promotional tools and techniques, including advertising, public relations, sales promotion, and direct marketing. Moreover, they discover how to craft integrated marketing communication plans.
• Digital Marketing: This topic covers the utilization of digital technologies and platforms, such as websites, social media, and mobile devices, in developing marketing strategies and tactics.
• Global Marketing: Students explore the challenges and opportunities of marketing in a global context, including market entry strategies, cultural differences, and international marketing mix decisions.

Throughout the course, students are encouraged to apply marketing concepts and theories to real-world situations, enhancing their understanding of the material and fostering their problem-solving and critical thinking skills. By the course's conclusion, students will be well-equipped with fundamental marketing knowledge to excel in diverse marketing roles and contribute meaningfully to the business world.