Strategic and 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