Exploring the Marketing Mix

Behind any successful marketing plan, stand the four pillars of the marketing mix: product, price, placement, and promotion. Looking closely at each element, students will engage in an introductory study of the four Ps, delving into the theory and practice behind its application. 

Through selected readings, including marketing texts, case studies, and current news articles, students will look closely at the marketing mix in action, examining what strategies lead to a lucrative and successful marketing plan. By the end of the course, students will be able to identify the key elements of the marketing mix structure, apply methods for market research, and craft their own introductory marketing plans, utilizing the basic principles of the four Ps.