Formerly "Principles of Marketing."
Marketing drives business growth by connecting companies with customers, markets, and opportunities. This course introduces students to the core principles of marketing that create customer value while providing practical skills to develop, implement, and assess marketing strategies in today's digital and AI-driven landscape. Students learn to apply marketing theory to practice through real-world examples, exercises, and projects, gaining insight into how digital marketing, social media, and AI-enabled technologies influence customer engagement and growth.
Topics Include
| Date | Start Time | End Time | Meeting Type | Location |
|---|---|---|---|---|
| Wed, 01-07-2026 | 5:30pm | 9:00pm | Flexible | SANTA CLARA / REMOTE |
| Wed, 01-14-2026 | 5:30pm | 9:00pm | Flexible | SANTA CLARA / REMOTE |
| Wed, 01-21-2026 | 5:30pm | 9:00pm | Flexible | SANTA CLARA / REMOTE |
| Wed, 01-28-2026 | 5:30pm | 9:00pm | Flexible | SANTA CLARA / REMOTE |
| Wed, 02-11-2026 | 5:30pm | 9:00pm | Flexible | SANTA CLARA / REMOTE |
| Wed, 02-18-2026 | 5:30pm | 9:00pm | Flexible | SANTA CLARA / REMOTE |
This class meets simultaneously in a classroom and remotely via Zoom. Students are expected to attend and participate in the course, either in-person or remotely, during the days and times that are specified on the course schedule. Students attending remotely are also strongly encouraged to have their cameras on to get the most out of the remote learning experience. Students attending the class in-person are expected to bring a laptop to each class meeting.
Students attending the class in-person are expected to bring a laptop / tablet to each class meeting.
IMPORTANT: STUDENTS MUST ATTEND AND FULLY PARTICIPATE IN A MINIMUM OF FIVE OF THE SIX CLASS SESSIONS.
No meeting on February 4, 2026. To see all meeting dates, click "Full Schedule" below.
You will be granted access in Canvas to your course site and course materials approximately 24 hours prior to the published start date of the course.
Required Tools & Materials: Principles of Marketing by Philip Kotler and Gary Armstrong, 19th edition, 2023, Pearson, ISBN-13: 9780137864898 (hardcover). The 18th edition is acceptable. However, please note that the lecture is based on the 19th edition.
