Module 1 PERSPECTIVES ON STRATEGY (7,5 ECTS credits) The first core course examines various perspectives on strategy, providing a platform for the courses to follow. The aim of the course is to provide students with a comprehensive and current knowledge on strategy in organizations.
Module 2 CONSUMER BEHAVIOR (7,5 ECTS credits) This course focuses on consumers. In order to satisfy consumers and create value for them as well as for the company, marketing managers require detailed knowledge about consumer behavior, consumption habits, and purchase expectations.
Module 3 CONSUMER AND MARKET ANALYSIS (7,5 ECTS credits) This course closely examines how marketing studies and various marketing indicators can inform strategic and operational decisions. This course involves a comprehensive simulation exercise that facilitates students'development of skills in formulating and implementing marketing decisions in a realistic and data-rich environment. The key areas explored are demand processes, segmentation, positioning, new product introduction, and resource allocation.
Module 4 STRATEGIZING IN MARKETING (7,5 ECTS credits) In this course, students participate in a real-life strategic process, which requires them to act based on the knowledge that they have assembled during this module as well as in previous modules. During the course, the students take part in developing a marketing plan for a company or an organization.