Introduction to Marketing

The objective of this course is to develop the theoretical marketing knowledge, strategic framework and practical skills needed by the practicing managers, to introduce the basic concepts of marketing, their interrelationships and their role in the organisational context. Formal lectures covering the “basics” will be complemented by case studies, mini cases and exercises. The course will take a practical, managerial approach to marketing. Students will became familiar with the main ideas and marketing concepts, including marketing research, product development, pricing, promotion and distribution strategies.

Syllabus Introduction to Marketing