04BUS602/4 CUSTOMER RELATIONS AND MARKETING 4 ECTS
- understands the marketing process
- understands the strategic role of marketing in corporations
- understands the value of customer oriented thinking in corporations
- knows the basic concepts and tools of marketing
- is able to pursue them in a business context.
Customer oriented approach in business, marketing environments, customer relationship marketing, consumer behaviour and purchasing process, marketing mix: product, price, place, promotion.
Assessment and evaluation
Contact lectures, exam, course work.
Kotler, P, Armstrong, G. 2012. Principles of Marketing.
Armstrong, G. Kotler, P. 2013. Marketing An Introduction