3 Credits

Fundamentals of Marketing

Learn how to market to a population of 1.3 billion
Feng Naixiang 冯乃祥
Course Introduction
Feng Naixiang 冯乃祥
Feng Naixiang 冯乃祥M.A. Tsinghua University; MBA University of St. Thomas

Professor Feng is currently a research fellow at the Center for International Business Ethics and an associate professor of the School of International Studies at UIBE. He received his M.A. degree from the Foreign Language Department at Tsinghua University, and earned his MBA degree at the University of St. Thomas. He has taught in many universities in the United States, Mexico, Canada, UK, Belgium and the Netherlands. He was a frequent guest speaker at Blue Ocean Network (BON TV). He focuses much of his work and teaching on the intersection between culture and marketing matters.

  • Traveling
  • International Marketing
  • Playing Badminton
  • Meeting New People
  • International Business

Fundamentals of Marketing

UIBE serves as our School of Record
3 Credits
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Course Description

This is an introductory course in marketing which aims to establish a basic understanding and appreciation of the theories and practices of marketing, and how marketing interacts with the entire business process. Fundamental marketing concepts, principles, and issues are analyzed within present economic, social, and legal environments. The ethics and social responsibility of marketing will also be covered.
The case studies we examine here are largely from China, and the unique characteristics of this country will tell us a good deal about how various aspects of business operate here. The implications for marketing strategies elsewhere will also be explored.

Courses Outcomes

  • To provide students with an understanding of the role of marketing in business organizations, as well as in an increasingly multicultural and technological society.
  • To expose students to the fundamental marketing theories.
  • To enhance the understanding of the marketing theories through “real world” business case analyses.
  • To emphasize the importance of ethical and socially responsible behavior in marketing.This course is taught using a combination of the lecture and student participation methods.

    The class will participate in several in-class exercises intended to reinforce the concepts discussed in the lectures and in the text. It is imperative that you actively participate in these discussions. We will cover approximately 1 chapter each week, plus supplementary readings as listed and augmented as the semester progresses.