Marketing Management (4 Credits)

Learning Outcomes:

Define the concept of marketing; Describe the consumer and business buyer behavior; Describe the customer-driven strategy and marketing mix; Explain extended marketing issues

Topics:

1. Marketing: Creating and Capturing Customer Value
2. Company and Marketing Strategy and Analyzing the Marketing Environment
3. Managing Marketing Information to Gain Customer Insights
4. Consumer and Business Buyer Behaviour
5. Customer-Driven Marketing Strategy
6. Product, Services and Brands: Building Customer Value
7. Pricing: Understanding and Capturing Customer Value
8. Marketing Channels: Delivering Customer Value
9. Communicating Customer Value: IMC Strategy
10. Creating Competitive Advantage
11. The Global Marketplace and Sustainable Marketing: Social Responsibility and Ethics