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.
SOI-072 Principles of Marketing
Instructor Oksana Tokarchuk
Modality In presence
Duration 12 hours
ECTS 2
Period First semester
Dates
22/02/2023 at 17:00-19:00
01/03/2023 at 17:00-19:00
09/03/2023 at 17:00-19:00
10/03/2023 at 17:00-19:00
15/03/2023 at 17:00-19:00
29/03/2023 at 17:00-19:00
Details Course Code: SOI-072
Course objectives
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.
Texts
Christensen, C. M. (2016). Competing against luck. HarperCollins.