Marketing Management

The course is designed to provide a broad understanding of marketing management and the role of marketing in the society. The essence of marketing management is assessing and solving marketing problems. As may be perceived by lay people, marketing cannot simply be managed by intuition. Similarly, marketing management course is not simply information to be memorized.

Course content can be roughly divided into two parts. The first part focuses on the concepts, tools, and analyses that underlie marketing decisions. We will examine marketing strategies, buyer behavior, and the information link between the environment and the decision maker. The second part of the course focuses on using these concepts, tools, and analyses to make marketing decisions. We will examine the elements of the marketing mix, namely product, price, place (distribution), and promotion (communication). The design of these elements should be consistent in order to reach consumers.