Marketing Management
3
2023-2024
01010131
Other areas
English
Face-to-face
6.0
Elective
1st Cycle Studies
Recommended Prerequisites
NA
Teaching Methods
This course stimulates team work and teaching will be quite interactive, using students to foster class environment. There will be a strong practical content, with several case studies.
Learning Outcomes
The course is intended to provide a systematic framework for understanding marketing management. At the end of the course students should have a fairly solid knowledge of the fundamental marketing tasks. Additionally, students should also develop a new mental framework in which the integration of different functional areas is important to create value to customers.
Work Placement(s)
NoSyllabus
Analysing the marketing environment: Capturing marketing insights
Analysing consumer and business markets: Buyer behaviour
Consumer-driven marketing strategy: Segmentation, targeting, positioning
Building customer value: Products, services and brands
New product development and product life-cycle strategies
Understanding and capturing customer value: Developing pricing strategies
Delivering customer value: Marketing channels
Communicating customer value: Integrated marketing communications strategy
Advertising and public relations
Managing digital communications: Online, social media, and mobile
Assessment Methods
Assessment
Periodic or by final exam as given in the course information: 100.0%
Bibliography
Kotler, P. and Armstrong, G, Principles of Marketing, Prentice Hall (Pearson).
Kotler, P. and Keller, K., Marketing Management, Prentice Hall (Pearson).