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.
