This course introduces students to the foundations of marketing as a system of value creation for consumers, businesses, and society. It combines theoretical knowledge with practical applications, case studies, and team projects. The course emphasizes strategic thinking, analytical skills, digital tools, and international perspectives.
Learning Objectives
By the end of this course, you will be able to: define marketing as a system of strategic value management, analyze market environments and consumer behavior, design and conduct basic marketing research, apply segmentation, targeting, and positioning (STP) frameworks, develop product, pricing, distribution, and communication strategies, use digital tools and analytics for marketing decision-making, adapt marketing strategies for international and cross-cultural contexts, critically assess ethical issues, sustainability, and social responsibility in marketing.
- Лектор: Надія Вікторівна Проскурніна