Course Program:
- Introduction to marketing framework;
- Multidisciplinary approach (psychology, sociology, cultural anthropology);
- Definition / concept of marketing;
- Business and market (the concept of exchange, the qualification of the outlet market);
- Marketing and value creation;
- The strategic marketing process (demand analysis, segmentation and targeting, offer analysis, positioning);
- Models to support strategic decisions (Ansoff, BCG, McKinsey, Porter matrices);
- The marketing information system;
- The consumer behavior;
- Brand system (centrality of brand value, new competitive areas, industrial brand and commercial brand);
- Operational marketing (from 4 p to 7 p to 4 a) (product, price, communication, distribution);
- Relational capital and value: CRM;
- The marketing plan;
- Digital marketing and new technologies;
- Marketing cases.
