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Objectives
The participants will:
- get an overview of the most famous theories and models of marketing and undergo a critical assessment,
- learn about important (theoretical) aspects of customer, competition and product analysis,
- learn (qualitative and quantitative) methods of the primary and secondary market research, and therefore become able to generate findings about the market (competition, customer, product, etc.) based on scientific methods,
- be able to make a link between the insights they got regarding market research and their own company and
- be capable of a sound implementation of marketing activities in practice through practicing on selected scenarios and case studies.
Target Attendees / Participants
Students of Steinbeis Master of Business Administration
Course Content by Units
Marketing Basics
Historical development of Marketing
Marketing Management-influencing consumer's behavior
Distribution and Sales Management
Traditional market research
Principles of purchasing behaviour
The '4P's -Product, Price, Place, Promotion
Market research techniques
Research-based Marketing trends
Teaching Methods
Classical lecturing
Free and interactive class discussion
Small group work
Literature
Defined in the courses
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