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Marketing Management

Engineering & Social Sciences Program
Madrid, Spain

Dates: 1/16/25 - 6/4/25

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Engineering & Social Sciences
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Marketing Management

OVERVIEW

CEA CAPA Partner Institution: Universidad Carlos III de Madrid
Location: Madrid, Spain
Primary Subject Area: Management
Other Subject Area: Business, Marketing
Instruction in: English
Course Code: 13473
Transcript Source: Partner Institution
Course Details: Level 300
Recommended Semester Credits: 3
Contact Hours: 42
Prerequisites: Marketing

DESCRIPTION

Introduction to Marketing simulation
- Operational marketing: 4 Ps
- Product: Types
- Multi-attribute Product
- Innovation and Diffusion of innovations
- New Product Development Process
- Brand Management
- Pricing: Determinants and strategies
- Pricing based on costs
- Pricing based on demand
- Pricing based on competition
- Communication: Nature and Function
- Mix-media: integrated communication
- Advertising
- Sales promotion
- Sponsorship, PPRR
- Below the Line Communication
Digital communications
- Sales Force
- Distribution: Types of channels
- Coverage of the distribution and conflict within the channel.
- Strategies for communication with distributors
- Marketing Plan
- Content of the marketing plan
- Marketing Audit