Marketing (TEW)

Description

Upon completion of this course, the student is able to: - demonstrate knowledge and understanding of the basic concepts of marketing -  on the basis of a marketing plan, develop a marketing strategy and tactics and do so on the basis of a thorough internal and external analysis (for existing products/brands/... (‘solutions’)) -  formulate measurements/metrics , which allow to measure the effectiveness and efficiency  of the marketing efforts -  besides vertical thinking (within existing products/channels/...), also lateral/entrepreneurial thinking with a view to new growth movements (new solutions/target appeals/channels, ...) -  specific attention to how marketing can lead to increased ‘value’ in terms of ERS (Ethics, Responsibility & Sustainability)