After passing the course, the student can:
- explain core concepts of marketing theory
- address the business and brand strategy, and assess the market situation
- conduct and interpret market research, obtain insights in customer behaviour, and design a marketing plan
- use research (market and consumer) to inform the product development
- apply key concepts of marketing theory to increase the odds of the market success of a product (e.g., define place, price and promotional strategies)
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This is a part of Module 6, ID M6 Consumer Products of the Bachelor Industrial Design Engineering. See here for the complete description of this module
This course is aimed at teaching students the fundamental basics of marketing and introduces some relevant models and analysis techniques used in new product development and -introduction.
The following topics are covered:
- Strategic Marketing
- Marketing Research, Consumer Behavior, Segmentation & Targeting
- Product & Service Management
- Introduction to Brand Management
- Price Management
- Distribution Management
- Marketing Communication
External students who are interested in this elective: please contact h.m.hemmer@utwente.nl
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