Marketing management and planning IS-FM-00102S

Description:

The role and functions of marketing planning; the essence and the process of marketing management; the structure of marketing plan; marketing planning on strategic level; marketing planning on tactical and operational level; traditional and processual approach to management versus marketing planning; relational marketing; marketing planning instruments; tools and methods of marketing planning.

Requirements:

The aim of the course is to provide for students basic theoretical knowledge with the support of real business cases of marketing management and planning. Students should understand the process of marketing management and planning in different types of organizations. Students task is to understand the structure of marketing plan and who to write marketing plan.