Strategic and Operative Marketing

Course contents

Basics and goals of marketing management:
- Market strategies and market response
- Behavioral aspects of marketing (B2B, B2C)
- Market research and marketing research
- Differentiation from and positioning in different markets
- Sales policy instruments and marketing mix (product policy, price and conditions policy, communication policy, distribution policy)
- Target group, customer satisfaction and customer loyalty
- Range of services: products and services

Communication and PR:
- Brand management
- Special features of consumer and industrial goods marketing
- Special features of service marketing

Department

Bachelor's program Environmental, Process & Energy Engineering