Marketing Management

The course introduces basic marketing core concepts such as needs, wants and demand , segmenting, targeting and positioning (Strategic Marketing) and its tactic implementation through the marketing mix (Product, Price, Promotion and Place). One Strategically creative objective and part of the course examination is the development of a marketing plan with a flavour of strategic and creative marketing realism. The plan may revolve around and outdoor brand such as Patagonia or an induastrial downstream product such as GORE-TEX ingredient brand. In addition great emphasis is put on a blend of theory and guerst lectures from the industry as well as both consumer perspectives and strategy perspectives of the firm. The result is a more holistic 360 degree understanding of Basic Marketing.