Dates: 8 - 26 July, 2013

The course covers the main theories in marketing management (e.g., consumer theory, product development, promotion, branding and pricing). It emphasizes the importance of a strategic approach to understand the marketing behaviour of firms and consumers in an international setting.

The course focuses on the 'theoretical principles' of marketing with attention also paid to applied research. One of its important aims is to emphasize the range of social science disciplines that are relevant if marketing is to be properly understood. The emphasis will be on understanding strategic concepts with broad based applicability rather than immediate 'hands on' applications. The course will also encourage students to question the limitations of marketing management.

Apart from the final exam, assessment will be based on a project component that will allow students to apply theories learned in lectures to a real world organizational problem.

Text
Jean-Jacques Lambin, Ruben Chumpitaz and Isabelle Schuiling (2007) 2nd Edition Market Driven Management: Strategic and Operational Marketing. London: Palgrave Macmillan.

Lectures: 36 hours Classes: 12 hours

Assessment: Final written examination (60%), plus project work (40%)

Contenido del curso: 12 horas de clase semanales por las mañanas y conferencias y seminarios por las tardes en función del curso elegido.

Precio total: 3.980 €

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