Managing the Marketing Mix - Q3

Participation Prerequisites

No formal prerequisites. Recommended: curiosity about marketing and a willingness to think critically and learn.

Course Content

Intended Learning Outcomes and Competencies

1. Understanding Marketing, Marketing Insights, & Strategic Marketing

-Students will learn to align the entire value chain with consumer needs to enhance corporate success.
-Students will be equipped with the skills to monitor and adapt to macroenvironmental forces and consumer behavior in rapidly changing markets.
-Students will learn how to navigate emerging technologies, trends, and evolving consumer preferences to analyze consumer buying behavior and understand its complexities.
-Students will learn about developing marketing approaches and market segmentation.

2. Marketing Mix Instruments

-Product Management: Students will learn to manage a balanced product and brand portfolio to mitigate risks and maximize profit by focusing on providing solutions rather than just products.
-Communications Management: Students will learn about designing and implementing effective communication approaches for target audiences.
-Sales Management: Consumers expect companies to operate a broad array of traditional and new sales channels. Accordingly, students will learn to optimize sales processes by integrating strategic and operative decision-making, supporting flexible and seamless shopping experiences across these sales channels.
-Price Management: Students will gain a basic understanding of price management, including the four essential phases of the management process: strategy, analysis, decision, and implementation.

Instruction Type

In person lectures

Language: English.

Format support: Slides and optional readings, one guest lecture, 

Form of Examination

100% Sit-In Multiple Choice Exam

Literature

Optional reading: