Dansk - English
Short version - Full version
Marketing (Fall 2008) |
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| Course code : | PIMARK-U1 | ||
| ECTS Credits : | 5 | Status : | Optional |
| Placement : | 5-7 semester | Hours per week : | 4 |
| Length : | 1 semester | Teaching Language : | English |
| Principal Content : | What is marketing? Definitions, concepts and marketing"s role in the organisation. Marketing environment, analysing needs and trends. Consumers and buying behavior. Analyzing business markets and business buying behavior. Market segments and targeting. Product life cycle, differentiation and positioning. Pricing strategies. Marketing plans and strategies. Industry and competitor analysis. Product line management. Brand management. Integrated marketing communications. Export theory. Managing advertising, sales promotion and public relations. Managing marketing channels. Salesforce management. Introduction to e-business. Internal marketing and profiling. | ||
| Teaching method : | Lectures, discussions, group work, cases, written assignments, self study and presentations. | ||
| Required prequisites : | None | ||
| Responsible teacher : | |||