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Level of course unit Bachelor. Year of study Fall Semester when the course unit is delivered 5. Number of ECTS credits allocated 2. Name of lecturer s not available.
Learning outcomes of the course unit After completing this course, students will have a comprehensive insight into the basics of marketing and the process of marketing planning. The theoretical and practical understanding of the various marketing tools and their application gives students the ability to operationalize the marketing strategy through the use of the instruments of the marketing mix. Mode of delivery face-to-face. Prerequisites and co-requisites Business and management 1.
Recommended optional program components none. 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. Recommended or required reading Kotler, Ph.