Engineering Librarian
Business Librarian
Ines Perkovic
Contact:
Mills Memorial Libray, L-101/B
McMaster University Library
1280 Main Street West, Hamilton, ON, L8S-4L6, CANADA
McMaster University Library
1280 Main Street West, Hamilton, ON, L8S-4L6, CANADA
905-525-9140 ext. 21359
Website
Course Information
GENTECH 3MB3 - Fundamentals of Marketing
"This course introduces the 4Ps of marketing: product, price, promotion, and place with a Business-to-Business focus. Global and high technology markets and their unique challenges will be presented. Students will learn to make marketing decisions within a strategic framework" - McMaster Academic Calendar description of course.
This guide identifies resources that should help with the marketing plan project for this course.
Library Slides and Video
Research Resources for Introduction to Marketing (Fall 2023) - Video Transcript (PDF) | Video Transcript (DOCX)
Video originally created for a COMMERCE marketing course with a Business to Consumer (B2C) focus, but many of the topics and resources covered are applicable to this GENTECH course which has a more Business to Business (B2B) focus.