Principles of Marketing

MB-325
Credits: 
3
Prerequisites: 
MB-275, LMSC-251, and either MB-255 or MB-355
Electable by: 
MBUS majors
Required of: 
MBUS majors
Semesters Offered: 
Fall, Spring, Summer
Location: 
Boston Campus
Valencia (Spain) Campus
Courses may not be offered at the listed location(s) each semester. Consult my.berklee.edu for specific term availability.

An introduction to integrated marketing principles and practices within corporate and agency environments covering branding strategy and positioning, the value proposition, market research, customer relationships, target markets, buying behavior, the promotional mix, and related metrics. Students create an integrated marketing communication plan that reflects a comprehensive understanding of competitive strategy based on research findings as well as translating business objectives into effective marketing strategies and plans.

Department: 
MBUS
Course chair: 
Don Gorder