Learning Objectives:
This course introduces students to the pivotal role of marketing within organizations. It focuses on marketing strategy as a cohesive, integrated plan aimed at meeting consumer needs and facilitating successful exchanges. Case studies and real-world examples are used to familiarize students with the subject.
By the end of the course, students will have a solid grasp of key strategic marketing challenges and be equipped to make informed marketing and management decisions.
Teaching Concept:
We believe that successful management hinges on both "doing the right things" and "doing things right". This often involves making choices from numerous options, with outcomes that only become evident over time. We provide the expertise to tackle decision-making challenges in market-based management, offering both specialized knowledge and training in applying and deriving marketing strategies and interpreting the final results.
Teaching and Learning Methods:
This course combines lectures with tutorials. Students will prepare cases and exercises individually or in groups, refine their insights through team discussions, and present their group solutions in class.
Content and Course Outline:
- Part 1: Introducing Marketing Fundamentals
An introduction to the core concepts of marketing and the marketing planning process. - Part 2: The Marketing Mix
Equipping students to manage brands and products, set pricing, and develop effective distribution and communication strategies. - Part 3: Conducting Market Research
An overview of the market research process, including data collection methods and best practices for designing questionnaires.
Introducing Marketing
- Development Stages of Marketing
- Definitions of Marketing
Selected Marketing Approaches
- Actuality & Attitude
- Satisfaction & Loyalty
Market & Consumer Research
- Market Research Design
- Data Collection Methods
