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42B51 Marketing Management

2021/2022

Participation in the program requires separate admission to the MMT program. The price of the MMT program is DKK 380.000. Please contact DTU Executive MBA.
Kursusinformation
Marketing Management
Engelsk
2
Deltidsmaster
The course takes place in the autumn semester each year.
Campus Lyngby
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 international faculty are paralleled by casework, group work and assignments.
[Kurset følger ikke DTUs normale skemastruktur]
Aftales med underviser
Bedømmelse af opgave(r)/rapport(er)
One written assignment. Individual. One grade.
7-trins skala , intern bedømmelse
Minimum 20
Hanne Christiansen , Lyngby Campus, Bygning 421 , hannec@dtu.dk
Stephane Guerraz , Lyngby Campus, Bygning 421 , stegue@dtu.dk
Mathew Jon Rushton , matru@dtu.dk
Mette Borregaard Weggers , Lyngby Campus, Bygning 421, Tlf. (+45) 4525 7294 , meweg@dtu.dk
42 Institut for Teknologi, Ledelse og Økonomi
http://www.executive.dtu.dk/executive-mba
På instituttet
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
13. august, 2021