The Marketing Mix: Product, Price, Place and Promotion

Florence University of the Arts and Apicius International School of Hospitality

Course Description

  • Course Name

    The Marketing Mix: Product, Price, Place and Promotion

  • Host University

    Florence University of the Arts and Apicius International School of Hospitality

  • Location

    Florence, Italy

  • Area of Study

    Business, Marketing, Merchandising

  • Language Level

    Taught In English

  • Course Level Recommendations

    Upper

    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • Credits

    3
  • Recommended U.S. Semester Credits
    3
  • Recommended U.S. Quarter Units
    4
  • Overview

    This course discusses and analyzes major marketing themes and concepts. The course will focus on the influences a marketing plan has on product definition (market of reference and segment analysis), on Price, on Place (distribution channels) and on Promotion. Topics include: introduction to marketing, marketing planning, product concepts and product management, segmentation, targeting and positioning, consumer buying behavior, promotional activities, channels of distribution and pricing concepts. The course will also discuss a valid approach to the marketing process: analysis, planning, implementation, and control of programs designed to bring about desired exchanges with target markets for the purpose of achieving organizational objectives.

Course Disclaimer

Courses and course hours of instruction are subject to change.

Eligibility for courses may be subject to a placement exam and/or pre-requisites.

Some courses may require additional fees.

Availability of courses is based on enrollment numbers. All students should seek pre-approval for alternate courses in the event of last minute class cancellations