Marketing I

COURSE OBJECTIVE
Bridging Theory and Practice - Knowledge
You will be able to:
- Explain the role of marketing within the organization
- Identify the crucial elements of marketing strategy
- Use these elements to develop competitive advantage
- Analyse marketing situations and identify opportunities and threats to a company

Bridging Theory and Practice - Application
You will be able to
- Apply the central concepts of marketing to a real-world case
- Develop a marketing strategy based to gain competitive advantage in the market place

Social Professional Skills
You will be able to
- Communicate and present results from marketing analyses and formulate recommendations

COURSE CONTENT
Digital technologies are shaking up the marketplace, making it more and more connected, engaging and social. Therefore it is now more vital than ever for marketers to develop meaningful connections with their customers. This course is an introduction to the world of marketing, that develops around creating customer value and building long term customer relationships. The course touches upon the central aspects of marketing: understanding the company’s position in the marketplace, understanding the needs and wants of possible customers, deciding which customers to serve and how to establish and maintain a long term relationship. Next to these strategic elements, the course focuses on the key elements of the marketing mix (i.e., tactical marketing tools): which products need to be offered (Product)?; what is the best pricing strategy (Price)?; what is the right communication to reach the customers (Promotion), and through which channel (Place)?

TEACHING METHODS
Lectures
Tutorials

TYPE OF ASSESSMENT
Interim test – Individual assessment
Final exam – Individual assessment
Tutorials – Group assessment