Outline
Defining Marketing and the marketing process
Is it necessary to have a marketing strategy?
Is it necessary to make a market research?
Creating and capturing customer value.
Marketing management: marketing mix and pricing
Main principles of marketing management
Developing an integrated marketing mix.
Analyzing the marketing environment: identification, classification, analysis
Market segmentation.
Target market.
Market positioning.
Defining marketing channels
The nature and importance of marketing channels.
Delivering customer value.
Types of marketing: Direct and online marketing.
Forms of direct marketing.
Setting up an online marketing presence
Building direct customer relationships.