The course is geared towards students with prior basic knowledge of marketing, and examines in depth seven critical topics: competitive marketing strategy, the Segmentation-Target-Positioning (STP) process, pricing, product portfolio management, advertising and digital marketing, marketing metrics and services marketing.
The course builds on basic marketing concepts, and goes deeper into these seven advanced topics. The aim is to help students broaden their marketing toolkit, by exploring in depth the theory and practice of key marketing concepts. Together the course topics make up a comprehensive package of knowledge that a modern business professional should have in order to be a competitive professional.
Ultimately, the goal is to strengthen students’ problem solving capabilities through the more nuanced understanding and use of various marketing tools and concepts.
The course emphasizes the application of theory through the use of a marketing simulation game that requires students to synthesize all their marketing knowledge, existing and new, in order to compete in a global market.
- Teacher: Filipa Rosado Pinto
- Teacher: Fan Zhang