Course description:

This course discusses marketing management concepts and their application at a strategic level. During one semester students carry out active learning about the concept of value and the role of marketing in strategic planning, management of new product development and marketing strategies at each stage of the life cycle, pricing strategies, strategies for designing and managing distribution channels and promotional tools, strategies marketing in facing competitors, marketing strategies in entering global markets and marketing strategies that are ethical and socially responsible. Students will also be trained to analyze and solve problems from simple cases related to the concepts mentioned above. Students are expected to have a learning experience to make ethical and responsible managerial decisions and care for the social environment.