Marketing Principles - Kotler & Armstrong Text

This introductory marketing course covers identifying segmentation, differentiation, target marketing and  positioning opportunities that can be addressed with the proper marketing mix.  All of this is taught in the context of today’s complex global environment.   By course end, you will be able to analyze a marketing opportunity and write a marketing plan to address that opportunity.  A must for both corporate marketing employees and budding entrepreneurs. 

The course includes "Real World Applications" for you to develop your own marketing strategy, field your own marketing research, develop and test new product ideas and an advertising campaign.  At the end, you will also be able to write a complete, professional marketing plan!