Marketing & Product Management

Lehrinhalte

Strategic planning as starting point for marketing planning

Steps in the marketing planning process:

1. Situation Assessment: develop understanding of market-place (environment, customers, competitors, company)

2. Strategy Formulation: design a customer-value driven marketing strategy (segmentation, targeting, value proposition, positioning)

3. Implementation: construct an integrated marketing program that delivers superior value (brand, product, price, place, promotion).

Studiengang

Bachelorstudiengang Wirtschaftsingenieurwesen