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This course provides students with insights into how profitable brand strategies can be created and the implications for brand management professionals. Additionally, the focus of this course is on understanding current theoretical and methodological approaches to various aspects of consumer behavior, as well as advancing this knowledge by developing testable hypotheses and theoretical perspectives that build on the current knowledge base.
The principles of marketing are relevant and apply to digital medium as to any other: marketers need to base their digital marketing strategies on sound fundamentals of intelligent Segmentation, Targeting and Positioning of customers. It is essential for marketing communications of every organization.
This course covers the fundamental concepts of marketing research in traditional and digital environments and examines how these can be used to assist companies in their decision-making. This course focuses on the importance of information in Marketing and develops students' skills in using information to support decision-making.