Producers: Coast Learning Systems

Introduction to Marketing presents the fundamentals of marketing through a destination marketing program. Case Study: Las Vegas

Marketing Strategy demonstrates how successful organizations set strategy to carry out their mission. Case Study: Habitat for Humanity International

Environmental Scanning examines the five sources of environmental trends: social, economic, technological, competitive, and regulatory forces. Case Study: Freedom Innovations, Inc.

Ethics & Social Responsibility distinguishes between laws and ethics, and introduces the concepts of social responsibility and green marketing. Case Study: Starbucks Coffee Company

Consumer Behaviour describes factors that influence the five-stage consumer purchase decision process. Case Study: Dewey Weber Surfboards

The Organizational Buying Process describes organizational markets, business (B2B) marketing, and organizational buyer behavior. Case Study: Nature’s Best

Global Marketing describes the dynamics of world trade, and illustrates the challenges of developing a worldwide marketing strategy. Case Study: TaylorMade-adidas Golf

Marketing Research demonstrates how researchers define a marketing problem, develop a research plan, collect and analyze data, and present findings. Case Study: Information Resources, Inc.

Segmenting and Targeting Markets examines how organizations identify market segments and match them with specific marketing actions. Case Study: Chocolates à la Carte, Inc.