Introduction to Marketing explores the cornerstone concepts that influence customers' buying habits. The course describes how broadband companies aim to understand consumers, develop marketing strategies, conduct research, and analyze information to target and sell to key market segments. The curriculum combines textbook principles with workbook exercises, industry-specific case studies, and real-life situations to show how to translate marketing theory to everyday business. Some of the topics covered include: creating marketing for new products, implementing pricing strategies, handling distribution channels, and forming integrated marketing communications with advertising, sales promotion, public relations, personal selling, and direct marketing.



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