This course is designed to introduce participants to marketing from the business point of view, building on their own customer experience. Based on the marketing mix analysis which develops from its key components study into more advanced discussion about various aspects of marketing performance, the students will get acquainted with the decision-making process they need to apply when developing their own marketing plans in B2B or B2C business contexts. The course will offer numerous opportunities for reflection on practical examples, best practices in various industries, addressing branding, customer segmentation and issues of business models in regard to marketing planning.
- Teacher: Marko Majer