Marketing

ECTS: 4

COURSE OBJECTIVES
Knowledge about product, price, distribution and promotion

COURSE CONTENT:

1. Product:
   • segmentation of the market
   • product structure
   • new product
   • product life cycle
   • Boston Consulting Group matrix – case stady
2. Price:
   • pricing policy
   • price perception
   • criteria for differential pricing – case study
3. Distribution:
   • design of distribution channels – case study
4. Promotion-mix:
   • advertisement – case study