Marketnig 2637-EMBA-EN-MAR

the intensity of marketing activities can vary from industry to industry and from country to country, but still they do exist at a minimum level. In order to understand all the underpinnings of this field we will discuss theories, problems and practices of marketing in the local and international context. But the final, major goal of this course is to give you the ability to create marketing plan for an international project on your own. It means to explain and equip you with the practical tools that will enable you to:

Specific objectives are:
• To give understanding of the marketing process and its’ parts;
• To know how marketing practices are changing today in response to the changes in the environment;
• To be able to analyze industry, competitors and customers;
• To look inside the company (Product Life Cycle, Portfolio Analyses, Conjoint Analyses, etc.);
• To use different analytical tools to define appropriate strategic marketing decisions (building relevant positioning; setting appropriate product, branding and pricing strategy);
• To understand what is the brand equity and how to measure it;
• To understand what are the ethical issues in Marketing and Marketing Communication, what challenges does it bring to the businesses.