SOI-072 Principles of Marketing

Instructor Oksana Tokarchuk
Modality In presence
Duration 12 hours
Period First semester

19/02/2024 at 17:00-19:00
26/02/2024 at 17:00-19:00
04/03/2024 at 17:00-19:00
11/03/2024 at 17:00-19:00
18/03/2024 at 17:00-19:00
22/03/2024 at 17:00-19:00

Details Course Code: SOI-072

Course objectives

The course aims to introduce attendees without prior knowledge of Marketing to the principles of Marketing paying particular attention to the marketing of new products and marketing for startups.

Content summary

The course will cover the following topics:

  • Unique Selling Proposition (USP)
  • Customer needs, Customers Jobs-to-be-done
  • Consumer decision making process: identifying ideal customer
  • Segmentation, targeting, positioning
  • Marketing 4 Ps: Product, Price, Promotion, Place

Teaching methods

Experiential learning activities, reflection on experience, team work, case studies and lecture.


Christensen, C. M. (2016). Competing against luck. HarperCollins.