This course will focus on the marketing management process. It is an advanced course to such courses as “Principles of Marketing” or “Introduction to Marketing”. Special attention is given to strategic marketing and management of the marketing instruments. We will focus in particular on the marketing management process, foundations of consumer behavior, segmentation, targeting and positioning, product management and new product development, price management and price optimization. Successful participation in this class will enable students to evaluate marketing activities and to understand how marketing affects a firm’s competitive position in the market. We will also discuss Harvard Business Cases.
Will be announced during the course.
StO/PO MA 2016: 6 LP, Modul: "Marketing Management"
Written exam (90 min)