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Course Code: 
EMBA 560
Course Type: 
Core
P: 
3
Credits: 
3
ECTS: 
9
Course Language: 
English
Course Objectives: 

This course presents the fundamentals of the marketing concept and considers the relationship between the marketing concept and its role within the organizational strategy. During the course a focus will be on discovering and developing a set of unique competencies for a firm/brand that, through strategic differentiation, leads to sustainable competitive advantage in the global marketplace.

Course Content: 

This course considers to develop skills in everything from strategy and product development to sales and promotion, besides innovative pricing subjects teaching how to utilize “big data” analysis to make smart decisions for profitable pricing strategies. The course combines analytical tools and creative methods used to examine marketing environments, understand consumer and organizational buying behavior, segment markets and position products, communicate marketing messages, manage brands and develop brand equity.

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