This course introduces you to basic concepts of marketing. The aim of marketing is to create value for customers and to capture value from customers in return. Taking a manager's perspective, we discuss the process by which today's companies try to attract and keep the right profitable customers - from understanding customer needs, to designing customer-driven marketing strategies and integrated marketing programs, to building customer relationships and capturing value for the firm. Finally, we discuss the trends and forces affecting the marketing function itself.
The course covers the following three broad topics:
- Defining marketing and the marketing planning process.
- Understanding the marketplace and consumers.
- Designing a customer-driven strategy and marketing mix.
A more detailed course outline will be published on It's learning and discussed during the first meeting.
Learning outcome knowledge
After finishing the course, students should be able to understand important marketing issues such as understanding of the customer, market segmentation and positioning, branding, pricing, innovation, and marketing implementation.
- Written exam: 100%