Fundamentals of Marketing

Marketing here is framed as a decision-making discipline: how a firm chooses which customers to serve, what value to offer them, and how to deliver that value profitably — not just advertising or sales. You'll work through Kotler's framework across the term, applying segmentation, buyer behavior, and the 4Ps to cases and a semester project, with quizzes keeping you honest on the vocabulary along the way. As a third-year required course, it gives you the shared language the rest of the management track (and your later electives in strategy, consumer behavior, or brand management) will assume you already speak.