Participation in the program requires separate
admission to the MMT program. Please contact DTU Business.
Engelsk titel:
Marketing
Sprog:
Point( ECTS )
2
Kursustype:
Deltidsmaster
Kurset udbydes under tompladsordningen
The course takes place in the autumn semester each
year.
Undervisningens placering:
Campus Lyngby
Undervisningsform:
The program is based on action learning where theories,
methods, concepts and tools are employed on real business
challenges and issues from the participants companies. Lectures by
top notch international faculty are paralleled by casework, group
work and assignments.
To provide participants with insight into the common methods and
tools used in the preparation and implementation of a company’s
entire marketing effort.
Læringsmål:
En studerende, der fuldt ud har opfyldt kursets mål, vil kunne:
Apply basic concepts of marketing strategies and programs
Capture marketing insights by gathering information &
scanning the environment and conducting marketing research
Recognize the overall principles of marketing in a business
strategic context
Interpret market and consumer insights in successful
marketing
Apply marketing frameworks and tools on real cases
Analyze Product, Pricing, Distribution and Promotion
Strategies
Design promotion strategies
Analyze and design marketing research an program for B2C and
B2B markets
Kursusindhold:
Marketing and marketing Management in an overall business strategic
context.
Understanding and analysing the Market you are on (Market,
Consumers, Segmentation, Differentiation and positioning).
Developing marketing strategies (the 4 P’s - Product, Price, Place,
Promotion).
Analysing Business Markets: Organizational Buying Behaviour and
Trends in Purchasing
Value Creation and Value Innovation in Business Markets
Relationship Marketing and Managing Industrial Networks
Designing & Managing Services; Creating and Delivering Total
Solutions
Value Capturing in Business Markets
