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The course gives an overview of the marketing principles underpinning marketing activities. This will help students in understanding the problems that an organization has to cope with the new market and the stakeholders selling complex products and services.
In this context, students could learn how to develop and implement a marketing plan which has to include both strategic and operatives aspects. The course focuses on strategic issues like market’s analysis, segmentation, positioning, targeting and the relationship between marketing and logistics. The operations, techniques and methods of the marketing management are moreover analysed.
The examination consists of a written and oral exam.
For further information see the teacher’s website.