Fundamentals of Marketing - in English (kurz v angličtině) - MBA professor

Fundamentals of Marketing

Course Objectives:

This seminar provides an overview of marketing in today's complex, rapidly changing global business environment. Participants will gain a fundamental understanding of marketing strategy and marketing analysis (i.e., customer analysis, competitor analysis, and company analysis) as well as an appreciation of the basic strategic issues involved in market segmentation, market selection, and market positioning.  Each participant will also be trained in the key tactics/tools used to effectively implement marketing plans (i.e., product development, pricing strategies, marketing communications, and distribution management). The ethical dimension of marketing decision making is emphasized throughout the learning process.

The seminar will use a combination of interactive lectures, small group discussions, and case studies to ensure active involvement of the participants during the instruction.

Key Learning Points:

Upon completion of this seminar, a participant should be able to:

• Develop an enhanced perspective of the key dimensions of marketing;
• Understand the role of the marketing environment in shaping marketing strategy;
• Identify the major marketing issues faced by organizations;
• Analyze case studies which involve different marketing problems, and use the appropriate tools for effectively solving them; 
•  Reason, develop, present, defend, and implement their marketing strategy.

Target Group: The course can be customized and delivered for marketing managers (entry level, mid-level or senior level), or for non-marketing managers who need to learn the role of marketing.

Duration: 3-4 days (depending on depth of coverage required)

Faculty: professor from prestigeous US EMBA program