By the end of this course, students should:
โ Know the basic concept, historical development, different schools and contemporary trends of marketing.
โ Understand economic and psychological approaches to consumer behavior.
โ Distinguish between Consumer (B2C) and Business-to-business (B2B) MARKETING
โ Be able to apply strategies and techniques in pricing, positioning, branding and communication.
โ Know about the current and future trends of marketing, including CSR, social, shared economy, political marketing.
Students should also have the skills needed to:
โ Understand the role of the economical theories in different approaches in marketing. Functionalist, behaviourist, psychological, institutionalist, etc.
โ Distinguish and understand the different motivations of consumer and B2B buyers.
โ Know the basic concepts of influencing, reinforcing and motivating of consumers.
โ Create criteria for selecting and evaluating target markets, and use that for positioning.
โ Understand the theory of communication, recognize the different roles and tasks in corporate communication.
โ Know the different fields of branding. Understand the financial importance of branding, distinguish between brand value and brand equity.
โ Use the different methods of pricing, identify the links between economic, accounting and marketing orientation to pricing.
โ Know about and apply latest tools in e-commerce, shared economy and social media.
โ Understand the economic consequences of production and consumption externalities and their marketing aspects.
โ Understand the ethical aspects of marketing and their relationship to CSR, stakeholder communication, social marketing, sustainability and consumer welfare.
By the end of the course, students should be able to:
โ Make high level presentations.
โ Use marketing techniques for special business cases.
โ Prepare themselves for near-future marketing challenges.
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