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The aim of the course is to provide the students with fundamental theoretical insight into the different aspects of marketing planning in relation to modern organisations. The students will gain knowledge about marketing planning models and become proficient in the methods to be followed to understand customer behaviour, to conduct marketing research, to conduct market segmentation and positioning, and to make marketing mix decisions.
THE CENTRAL ISSUES OF THE COURSE:
The primary aim of the course is to provide students with introductory knowledge to understanding marketing practice and marketing fundamentals. In order to make the right marketing decisions and effectively promote a company's products, you will have to understand what marketing planning is and how it works in a modern organization.
Before you can effectively communicate with a company's customers you will have to understand and analyze who they are, where they are, what preferences they have and how you can influence them to purchase the company's products. To do this you will also have to analyze and understand consumer behavior and organizational decision making etc.
1 st semester courses + Active participation on the Innovation Week
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Teaching may take the form of tutorials with casework, presentations and discussions as well as lectures.
See the book list which will be available shortly before the semester starts
