What is this course about? Effective marketing starts with understanding target consumers and building deep relationships, going beyond mere sales to integrate brands meaningfully into their lives. This course delves into the dynamic marketing landscape, exploring consumer behavior, research methods, and strategic decisions for success.
Audience: This course is designed for beginners and those with no prior knowledge of marketing.
The main learning objectives of the course are to:
- Examine the fundamental ideas of the marketing discipline.
- Explore the stages in the marketing management process.
- Analyze the key marketing concepts that highlight the need to create customer value and to build long lasting relationships with customers.
- Compare the marketing management philosophies.
- Analyse the forces and actors found in the marketing environment.
- Examine the factors that influence consumer behaviour, the purchase decision making process and the types of consumer behaviour.
- Discuss the stages in the marketing research process and the parts of the Marketing Information System.
- Examine the strategies of segmentation, targeting, positioning and differentiation.
- Analyse the marketing mix tools (Product, Price, Place and Promotion).
The studies will take place online/ via Zoom.