Aims

This course has a number of objectives
a) to help students understand the basic concepts involved in marketing, marketing thinking and the analytical tools used in marketing management.
b) To apply the marketing way of thinking and its associated concepts and methods to concrete management situations.
c) to develop students' decision-making capabilities (and organisation of group work) through a computer simulation (Markstrat).

Main themes

The course has three main components:
Part 1: Introduction
The development of marketing, client motivation, the buying process, marketing information systems Part 2 : strategic marketing
market segment analysis, market appeal analysis, competition analysis, balancing a portfolio of products, choosing a strategy, new product development
Part 3 : Operational marketing:
The product, distribution, price, communication

Other credits in programs