Marketing

Description

Upon completion of this course, the student is able to: -  show that he/she has knowledge and understanding of the basic concepts of marketing -  develop a marketing strategy and tactics based on a thorough internal and external analysis (for existing products/markets) -  formulate measurements/metrics , which allow to measure the effectiveness and efficiency  of the marketing efforts -  apply the marketing planning principles in an international context -  not only rely upon vertical thinking (within existing products/markets), but also upon lateral/entrepreneurial thinking, in particular having insight into possible growth moves (new products/markets) - have an eye for supporting research in marketing planning with a specific insight into possible incorrect assumptions, correct causal relationships, etc. -knowing the marketing philosophy of creating value for customers, company and society - as far as value for society is concerned, it is about ethics, responsibility and sustainability