Marketing

Description

This course evaluates the following outcomes: The course participant… 1.a analyses the environment in which an organization is active and estimates the influence of environmental factors on the functioning of the organization. 2.a understands basic theories, basic terms, and basic concepts of each management domain, in particular with respect to the financial, operational, commercial and organizational activities, and can apply them when solving business problems. 2.l formulates and evaluates critically the objectives and tools of a marketing planning and strategy. 2.m analyses the impact of marketing decisions on the level of the market, the organization and the consumer. 3.a detects the impact of regional, national and international environmental factors on corporate policies and estimates the complexity of operating in an international environment when putting together a strategy. 3.b analyses price-setting and the various pricing strategies for the most important market forms. 4.c analyses the functioning of organizations and markets in relation to society and its actors. 4.d uses disciplinary scientific knowledge to solve business economic problems. 6.a clearly formulates the problem in dialogue with the supervisor(s) but with a sufficient degree of autonomy, defines the research thesis and derives research questions from it for a (business) economics problem with practical relevance. 12.d Integrates ecological, social and economic sustainability in the analysis of actual business managerial problems and proposes strategical and tactisch solutions that take these sustainability values into account. More information In this course, course participants understand and detect core marketing instruments and concepts (strategic marketing and obtaining competitive advantage, targeting, product management, pricing, marketing of services and experiences, distribution policy, marketing communications, direct and online marketing, sustainable marketing, …) and detect and interpret the relationship between these concepts. At the end of this course the student is able to: …understand, illustrate and interrelate key marketing concepts …generate marketing insights through marketing cases and illustrations …apply knowledge on targets and instruments of marketing planning and strategy …segment sub-markets on the basis of well defined criteria …interpret the pricing, promotion, product an distribution policy of brands …relate sustainability values and insights wrt marketing ethics to real marketing cases …propose marketing challenges in marketing strategy and processes