Principles of Marketing

0352110

This course introduces students to the fundamental concepts and orientations of marketing, as well as the marketing environment and consumer buying behaviour. It covers essential topics such as marketing research, marketing information systems, and the elements of the marketing mix, forming the conceptual framework for understanding and practising scientific marketing. The course aims to equip students with specialized marketing knowledge that enhances their analytical vision and supports sound decision-making regarding marketing opportunities.

Customer Relationship Management

0350332

This course provides a comprehensive overview of customer relationship management (CRM) strategies and applications. It focuses on designing detailed customer databases and implementing mechanisms to build and maintain long-term relationships with customers. The course emphasizes developing customer loyalty, retaining existing customers, attracting new ones, and achieving a competitive advantage in dynamic market environments.

Electronic Distribution Channels

0352334

This course provides an in-depth understanding of marketing channels as a strategic tool for gaining a competitive advantage. Topics include marketing channel design, management, logistics, multi-channel strategies, electronic marketing channels, franchise marketing, international channel perspectives, and evaluating channel member performance. The course integrates theoretical concepts with real-world applications and case studies.

Electronic Marketing Communications

0352310

This course introduces students to the fundamental concepts of marketing communications and the theories underlying communication processes, with a particular focus on electronic and digital contexts. It examines internal and external environmental factors influencing communication, as well as the elements of the promotional mix — including advertising, personal selling, publicity, sales promotion, public relations, direct marketing, and online media as key communication tools. The course also covers electronic marketing communication strategies, planning, organization, and implementation to achieve effective engagement with digital audiences.