Marketing I.

The objective is to enable students to understand the impact of marketing orientation on organisational behaviour and to learn about the related tasks and tools. The course familiarises students with the core concepts and tools of marketing starting with answering the question ’what is marketing?’ To put it simply, marketing engages customers and manages profitable customer relationships, so the aim of marketing is to create value for customers in order to capture value from customers in return. Secondly, the course discusses the steps of the marketing process from understanding customer needs by the methods of gathering information and market research, through designing customer valuedriven marketing strategies and integrated marketing programmes, building customer relationships to capturing value for the organisation. Marketing tools, from product policy to branding, pricing strategies, and sales to marketing communications will be presented. The major trends and forces affecting marketing, e.g. trends in digital, mobile, and social media are presented for each topic.