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BUS 112 Principles of Marketing: Reading list

BUS 112 Principles of Marketing

Department: BSc Business Management 

Module Description: In this course, you will learn about the marketing process and examine the range of marketing decisions an organization must make to sell its products and services. You will also learn how to think like a marketer – and the best marketers know that the focus of marketing has always been on the consumer. You will begin to think about who the consumer of goods and services is, what the consumer needs, and what the consumer wants. Marketing is an understanding of how to communicate with the consumer. Four activities characterize marketing: creating products and services that serve consumers, communicating a clear value proposition, delivering products and services in a way that optimizes value, and exchanging (or trading) value for those offerings.   

Recommended readings

A selection of academic articles (updated each semester)

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