MKT271 - Principles of Marketing

This film introduces marketing as a business tool, explaining its history, contemporary usage, and deep-seated roots in everyday life and human interaction. It shows how identifying the needs and wants of consumers is the first step to successful marketing and explores the five Ps of marketing: product, place, price, promotion, and people.

Effective marketing is, in a way, a form of sociology. It requires painstaking research into the needs, desires, habits, and resources of potential customers as well as sophisticated methods of compiling and analyzing the hard-won information.

Advertising and marketing create a perceived need for goods and services. In this program, ad agency experts share their insight into how compelling messages are crafted.

This persuasive six-part series, adapted from the popular series developed for students to enhance their test-taking skills, combines serious academic content with a humorous presentation style to help make the subject of marketing more accessible. Each program skillfully employs elements such as clever mnemonics, high-tech computer graphics, and entertaining vignettes to boost retention and confidence while driving home core concepts through concise explanations and case studies.