Overordnede kursusmål
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
Sidst opdateret
28. oktober, 2016
