Foundations of Marketing, Group D 1

Relevance of the course "There is only one valid definition of business: to create a customer (?) Marketing is the unique and defining function of the enterprise", wrote Peter Drucker, the best-known management thinker in 1954. At this time unsaturated seller markets changed into saturated buyer markets - and remained until today. Today's companies' focus on customer needs and customer benefits has been the central success factor of the corporate management. The implementation of a market-oriented management led to a rise of the marketing division within the company. Learning objectives The course provides basic concepts and the vocabulary of the marketing strategy as well as the product and customer management. Course content " Introduction to marketing and misconceptions (session 1) " Strategic marketing (session 2) " Buying behavior theory: ECONS vs. HUMANS (session 3) " Market research (session 4) " Customer centric marketing (session 6) " Pricing policy (session 7) " Product policy (session 8)" Digital Marketing (session 9+10) " Communication policy & branding (session 11+12)

Course content may change before course begin.

- Profound knowledge on setting the 4Ps

- The use of regression analysis to support business decisions

- Customer centricity