Mar­ket­ing Man­age­ment

Course content

Firms constantly think about creating value through (new) products and services. A core question is: How can a firm successfully create offerings for customers and adapt to their changing needs? The Marketing Management course aims to provide an answer by covering the foundations of marketing management and show how companies successfully can assess markets to deliver products and services that align with (latent) customer needs.

The objective of this course is to enable students to apply concepts, frameworks, models, and theories to describe the role of marketing with respect to the three C’s (customer, company, competitor). The course introduces students to the market audit, consumer behavior research, STP (segmenting, targeting, and positioning), product life cycle management, pricing, and communication. The basics will enable participants to design a marketing plan. Issues related to responsible marketing and contemporary marketing issues are woven into class discussions.