bus 104 sales and marketing


This course will introduce the student to the basic concepts of sales and marketing by focusing on the key components that make up a successful sales and marketing plan.


  1. To develop a solid grasp of what marketing is, and the important ways it is changing
  2. To critically consider, and reasonably respond, to the marketing we are unavoidably exposed to
  3. To nurture the capacity to translate marketing ideas and concepts into marketing materials
  4. To take in, evaluate and articulately engage in individual and group discussions and projects
  5. To foster the empathy and the capacity to listen that is required in order to understand a target audience
  6. To sensitively navigate the emotional, moral and social controversies that are increasingly important in contemporary marketing
  7. To try one’s hand at the art of marketing in the context of pricing, positioning and promoting products and services at an auction event




Marketing (12th Ed.)

Publisher: Cengage (2013)

Author(s): Lamb, C.W.

ISBN: 978-1111821647

* 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, contact Academic Affairs academics@uofriverside.com