Marketing

Object and evolution of Marketing

Objectives

To introduce the student to the basic concepts of Marketing. To analyze the philosophy and operation of modern Marketing. To emphasize the use of Marketing tools, deepening in areas such as market research, consumer behavior, design & development of new products.

Prerequisites

There are no prerequisites

Syllabus

Object and evolution of Marketing The environment of marketing and the market definition The microenvironment of the enterprise The macroenvironmental Enterprise Strategy and planning Marketing Internal environment Analysis & SWOT analysis External environment analysis Marketing Strategies Research Marketing Research Products Data collection methods Buying consumer behavior Process 5 steps Influencing factors Buying business behavior Market Segmentation and Targeting Criteria (bases) segmentation Select target market Product Placement Product Differentiation Brand strategy The product Product Features Product Categorization New product development Price Influencing factors Methods Distribution Channels / Marketing channels Logistics management Retail and wholesale Promotion, communication Advertising Public relations Private sale Sales promotion