Strategic & operative marketing

Course contents

Basic principles of marketing
Strategic marketing - basics
- Content of a strategic plan
- The role of marketing
Markets and their research
- Marketing environment
- Customer behaviour
- Market research
Basic strategic options
- Relationship-Marketing
- Market segmentation and positioning
- Competition analysis and strategies
Marketing-Mix (4 or 7 Ps)
- Product
- Price
- Promotion
- Place
Marketing controlling

Department

Bachelor's program Biotechnology & Food Engineering