Marketing Management

Introduction

Marketing is a science and an art. It accommodates imaginative and analytical processes guided by a company’s overall vision and mission. This said, a successful marketer is the one who is sensitive, creative and strategic. The course of Marketing Management aims to offer a thought-provoking and intellectual fulfilling learning experience through which students are able to tap into and develop their potential of being an artist or/and strategist in marketing. Relevant and up-to-date theories, concepts and practices in marketing will be introduced and discussed in class.

Course content

• Understanding Marketing and Identifying Marketing Opportunities 
• Developing Marketing Segmenting, Targeting, Positioning and Branding Strategies
• Designing Marketing Campaigns I (Product, Pricing and Communication Strategies)
• Designing Marketing Campaigns II (Placement, Process and People Strategies)

2 of the teaching hours in this course are dedicated to CSR, ethics, social and environmental issues.