Knowledge

The student...

understands the fundamentale processes involved in marketing management
has a clear understanding of the key terminology used in marketing
has a clear understanding of the basic models used in marketing
understands how Marketing Management constitutes an overall framework that consists of many other business subjects
has a clear understanding of how all business units are integrated into some form of
value chain that ultimately deliver value to the end customer

Skills

The student...

knows how to create a marketing plan that describes clear objectives, plans and activities
can apply the models and tools that are key to understanding marketing management
knows how to conduct strategic analysis and identify opportunites and challenges
is able to propose suitable marketing activites to meet strategic objectives
knows how to gain insight into customer needs and behaviour

General competence

The student...

can contribute meaningfully to strategic planning processes and can discuss objectives and plans knowledgeably
has a strategic mindset and identifies objectives and challenges before proposing activities

Subject description 2216

Marketing