In this course, students are introduced to the key concepts, theories, and models in marketing management. The role of marketing management is typically broad, with responsibilities reaching far beyond departmental divides, so this course covers the large number of topics necessary for the student that wishes to enter into the role of marketing management in organizations.

Regardless of the type of organization, the marketing plan—with its concepts and models, always forms the framework for marketing management. The basic topics included in this course cover the key phases that are typically required to complete a marketing plan. Marketing management is based on thorough knowledge of the competitive situation and this requires a good understanding of customers, competitors and the market, as well as a work approach to objectives and measures—including the marketer's toolbox, which are often referred to as the marketing mix.

The role of marketing management is far-reaching, often involving responsibilities that span the organization, and therefore a large number concepts are covered in the course:

Marketing termimology and models
The fundamentals of Marketing Management
The strategic planning process
Market analysis
Gaining customer insight
Competitive analysis
External and internal analysis
Segmentatiom, positioning, and targeting
Brand Management
Services marketing
New product development
Competitive strategies
Marketing communications

Subject description 7408

Marketing

Subject code

Version

English name

Subject points

Study level