About the course
This course addresses an introduction to marketing and the marketing process. The course is divided into four parts, consists of 12 subject units, each containing writing exercises and readings. Parallel to the lectures you will write your own first marketing plan for a company of your own choice.
Push play and listen to Ann Westfelt, Course Director, telling us more about the course.
Course content
The course plan week by week is as follows:
The marketing process
1. An introduction to marketing terms
2. Useful tools
Understanding the marketplace
3. The marketing environment
4. Marketing information
5. Consumer and business buyer behavior
Designing a marketing strategy6. Segmentation and positioning
7. To describe a brand
8. The product life-cycle
9. Customer value
10. Marketing channels
11. Retailing and wholesaling
12. Advertising, sales promotion and public relations
Writing a marketing plan
13-15. Assemble the knowledge from the course into your own first version of your marketing plan.
Course director
Ann Westfelt
Course format
Independent reading of course literature. Create your own marketing plan. One-to-one feedback on assignments and marketing plan.
Prerequisites
No formal academic requirements. Students are expected to have good English writing and reading skills and good study habits.
