Marketing I - Period 2 Business & Economics Program 2023/2024 Year Extended - Amsterdam

Digital technologies are shaking up the marketplace, making it more and more connected, engaging and social. Therefore it is now more vital than ever for marketers to develop meaningful connections with their customers. This course is an introduction to the world of marketing, that develops around creating customer value and building long term customer relationships. The course touches upon the central aspects of marketing: understanding the company's position in the marketplace, understanding the needs and wants of possible customers, deciding which customers to serve and how to establish and maintain a long term relationship. Next to these strategic elements, the course focuses on the key elements of the marketing mix (i.e., tactical marketing tools): which products need to be offered (Product)?; what is the best pricing strategy (Price)?; what is the right communication to reach the customers (Promotion), and through which channel (Place)?

Vrije Universiteit Amsterdam (VU Amsterdam) awards credits based on the ECTS system. Contact hours listed under a course description may vary due to the combination of lecture-based and independent work required for each course therefore, CEA's recommended credits are based on the ECTS credits assigned by VU Amsterdam. 1 ECTS equals 28 contact hours assigned by VU Amsterdam.