The Introduction to Marketing course offers students a strong foundation in the principles and strategies organizations use to connect with customers and build lasting value. Using Pride and Ferrell’s Marketing, 21st Edition, this course examines key areas such as consumer behavior, product development, pricing, distribution, promotion, and digital marketing. Students will explore how marketing functions within business and society, and how marketers use research, analytics, and innovation to guide decisions.

The course emphasizes both theory and application. Through case studies and practical exercises, students will analyze marketing environments, evaluate strategies, and design solutions that reflect ethical, legal, and global considerations. Special attention is given to emerging topics such as e-marketing, social media, and digital analytics, equipping students with the tools needed to navigate today’s evolving marketplace.

Designed for learners preparing for entry-level marketing roles or advancing their business studies, this course provides the essential skills to create marketing plans, assess performance, and make informed decisions. By the end of the course, students will understand the full scope of marketing and its critical role in driving organizational success.