Learning Objectives

This part corresponds to the basics of marketing fundamentals.

• Fully understand and contextualize the role of Marketing in society and the corporation/organization.
• Introduce and outline the main steps of the marketing process: from strategy to the implementation of initiatives and generating added value.
• Fully comprehend the marketing process from analysis, research, segmentation, targeting and positioning to develop a unique value proposition.
• Understand the Consumer Decision Making process and relate consumer behavior theory to market research, in order to generate useful insights.
• Develop skills of critical and analytical thinking to evaluate and solve marketing-related problems.
• Understand the importance of ESG in today’s company & marketing strategy.
• Introduce sustainability examples of brands.

 

This part corresponds to the practical applications of marketing management.

• To fully understand the elements of the Marketing Mix.
• To acquire the capacity to see those elements as an integrated set of practical tools at the disposal of a marketing team which has a job to do inside the organization.
• Understand the elements of the Marketing Mix as the tools and procedures that will allow the organization to Deliver Value to its customers and Capture Value from them.
• To go beyond the knowledge of Marketing Strategy into Marketing Implementation, and to see in practice how timing, metrics and control can mean the difference between success and failure for the business.
• To venture beyond the traditional marketing tools and become familiar with the Digital Marketing tools available today.
• Within the context of Marketing, the objective is that students become aware of how ESG (Environment, Governance, Social Challenge, Economic Development) related issues are either present or permeate a multitude of Marketing decisions and considerations.