BUS 3201: Principles of Marketing


Provides an introduction to the functions of marketing. Discusses the influence of social, economic, ethical, legal, and technological forces on marketing activities and marketing around the globe in a socially responsible way. Features real-world examples that show concepts in action and how marketers address today's marketing challenges.


  1. Examine digital media.
  2. Utilize the marketing research process.
  3. Compare and contrast business-to-business and business-to-consumer markets.
  4. Develop effective marketing strategies.
  5. Examine marketing decision-making through ethical frameworks.
  6. Explain how the forces of the global environment impact marketing decisions.
  7. Develop a marketing plan.
  8. Examine the marketing mix.




Principles of marketing for a digital age

Publisher: SAGE (2020)
Author: Tuten, T. L.
ISBN: 9781526423337
Price: (No information available)

* Disclaimer: Textbooks listed are based on the last open revision of the course. Prior revisions and future revisions may use different textbooks. To verify textbook information, view the course syllabus or contact the CSU Bookstore at bookstore@columbiasouthern.edu