Principles of Marketing

This module offers an introduction to marketing philosophy and its theoretical principles and analytical tools. It explains how business decisions are related to the market environment, the main tasks of a marketing executive and the role of customers and competitors in the formations of a product’s “value”. It outlines the main decisions concerning the creation of a marketing plan, such as necessary information, market segmentation and positioning, marketing mix elements, environmental/social responsibility. Finally, it focuses on the control of a plan’s implementation through basic budgeting and analytical tools.

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