1. The role of marketing in the company and in general
2. Understanding the behavior of customers
2.1. Needs and Motivation
2.2. Customer' response process
2.3. Marketing Information System
3. Key concepts in strategic Demand analysis
3.1. Marketing segmentation
3.2. Targeting and Positioning
3.3. Products life cycle and New Products
4. The Product and the Brand
5. Retailing
6. The Price in Marketing
7. Marketing communication
8. Ethical issues and social responsability of marketers
On completion of this course students will be able to:
Describe the role of marketing in the company and in the
environment
Define, describe and develop the key concepts in Strategic
Marketing with an emphasis on segmentation and product
life cycle
Chronologically distinguish the steps in the set up of an
experiment
Decompose the marketing strategy into product, price,
retail and communication decisions
Integrate price, products, retail and communication
decisions identifying their importance and their respective
roles.
Assess the societal impact and the ethical issues in any
marketing decision.
The contribution of this Teaching Unit to the development and command of the skills and learning outcomes of the programme(s) can be accessed at the end of this sheet, in the section entitled “Programmes/courses offering this Teaching Unit”.
