Learning objectives
At the end of the course, students will hopefully gain the following skills: (i) Understanding of the basic marketing tools to effectively market products and services; (ii) Ability to reason as passionate marketers; (iii) Ability to develop a consistent international marketing strategy; (iv) Improvement of teamwork and communications skills and development of a deadline orientation.
Course unit content
This course aims to provide a solid introduction to marketing management. Students will improve their ability to make effective marketing decisions, including assessing marketing opportunities and developing marketing strategies and implementation plans. Course topics include marketing planning, marketing research and information systems, Customer Experience Management, buyer behavior, target market selection, product and service planning and management, pricing, distribution, and integrated communications, including advertising, public relations, Internet marketing, and sales promotions. Through a combination of interactive discussions, cases, practical examples and groupd assignments the course applies marketing topics to consumer and business-to-business products and services.
Bibliography
The book of reference is Marketing Management (2015) 2edition Marshall and Johnston MCGraw Hill Education:https://www.mheducation.com/highered/product/marketing-management-marshall-johnston/M0078028868.html Attending students can also use their notes and slides from the class to study for the exam
Teaching methods
The course will be taught with a mix of lectures, case study discussions, groupworks and class presentations.
Assessment methods and criteria
Written examination. Examination questions will be different between attending and non attending students.
