Media Marketing
This course introduces core marketing concepts, strategies, and tools used to create customer value in traditional and digital markets. Students study consumer behavior, market analysis, e-commerce, STP strategy, product and pricing decisions, channels, and promotion. Emphasis is placed on understanding market environments and applying integrated marketing strategies.
- Explain fundamental marketing concepts and the role of marketing management.
- Analyze consumer and business buyer behavior and decision processes.
- Apply segmentation, targeting, and positioning strategies for competitive advantage.
- Evaluate product, pricing, and channel strategies across markets.
- Understand digital marketing and e-commerce opportunities and challenges.
The whole semester.
- 01Introduction to Marketing and Course Overview
- 02Marketing Management and Strategy
- 03The Digital and Internet Marketing Environment
- 04E-Commerce Domains and Conducting E-Commerce
- 05Promises and Challenges of E-Commerce
- 06The Marketing Microenvironment
- 07The Company’s Macroenvironment
- 08 · MidtermDeveloping Market Information and Research
- 09Consumer Behavior and Influencing Factors
- 10Types of Buying-Decision Behavior
- 11The Buyer Decision Process and Business Buyer Behavior
- 12Market Segmentation and Target Marketing
- 13Positioning and Competitive Advantage
- 14Product Strategy and New Product Development
- 15Product Life-Cycle and Pricing Strategies
- 16Marketing Channels, Retailing, Advertising, PR, and Direct Marketing
Midterm around session 8. Final project briefed at session 8 or 9 and developed in stages until the juries.
Students will complete an applied marketing analysis demonstrating understanding of market environments, consumer behavior, and strategic decision-making, of a selected produc, and create a complete marketing strategy for the product. To be submitted as a 10-minute presentation.
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