XCPD-031 Principles of Marketing

School of Continuing Studies

How long?

  • 4 days
  • in person

What are the topics?

School of Continuing Studies

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Read more about Business Analytics

Business Analytics courses will introduce you to a popular and diverse profession. A business analyst is a specialist in many IT fields as well as in ...

Read more about Marketing

Marketing courses will plunge you into the vast field of marketing. In these courses, you will learn a variety of topics that cover each stage of runn...

About the course

As an exchange activity, marketing has universal applicability to the business sector and to non-profit organizations. Marketing can be used to satisfy needs and wants for more than just physical goods. In the last ten years, marketing applications for services, organizations, persons, places, and ideas have increased dramatically.

In this course, students examine and apply the "4 P's" - product, place, pricing, and promotion - of marketing. The primary purpose of the course is provide students with a firm foundation in fundamental marketing concepts, frameworks, and analytical approaches. While the course will be comprehensive, the super ordinate goals will be to emphasize issues pertinent to the Washington, DC area, with specific attention to marketing to the government and to services marketing. All concepts will be accompanied by case studies in which companies, organizations, and the government have, or could have, applied marketing to solve their problems.

True to the Georgetown spirit, an emphasis will be placed on social and ethical issues, because marketing should be not only responsive to but also responsible for market needs. Marketing's impact on society and the social criticisms of marketing will be discussed. International issues will be an integral part of every section, while some issues such as import/export will be discussed during a separate session.

Prior to the first class, participants will receive a syllabus listing the required textbooks and delineating the required readings and case studies.

Course Objectives

Upon completion of this course, successful students will be able to:

  • Describe a marketing mindset and approach that is grounded in an understanding of the customer and its application to a product or service area
  • Describe customer identity, segments, values, and behavior
  • Define and analyze elements of the marketing mix
  • Conduct segmentation and SWOT analyses

Experts

Jim Lindsay

Jim Lindsay has over 20 years of C-level industry experience in the home care industry. Currently, Mr. Lindsay is the president of ACCfamily, a home care company. He is also president of AKOTA Consulting with engagements in the U.S., South America and Europe in industries such as retail, food s...

XCPD-031 Principles of Marketing at School of Continuing Studies

From  $1,055

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Disclaimer

Coursalytics is an independent platform to find, compare, and book executive courses. Coursalytics is not endorsed by, sponsored by, or otherwise affiliated with any business school or university.

Full disclaimer.

Read more about Business Analytics

What will you learn from Business Analytics courses? First of all, you will learn about the profession of a business analyst, his duties, and what such a specialist does. You will get various soft skills, such as organizing teamwork, for example, acc...

Read more about Marketing

During Marketing courses, you will learn how to develop a business idea and create the right website to promote your product. You will gain the skills to analyze your business performance and make key decisions that improve the efficiency of your bus...

Because of COVID-19, many providers are cancelling or postponing in-person programs or providing online participation options.

We are happy to help you find a suitable online alternative.