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• Outline basics concepts relevant in marketing
• Describe current trends and developments
• Name central fields of action
• Explain why customer orientation is one of the key marketing principles
• Outline marketing management processes
CHAPTER 2
• Understand how brand differs from a product
• Understand why brands are important
• Describe the main branding challenges and opportunities
• Identify the steps in the strategic brand management process
• Define customer-based brand equity
• Outline the sources and outcomes of customer-based brand equity
• Identify the four components of brand positioning
• Describe the guidelines in developing a good brand positioning
CHAPTER 3
• Explain the central components of a product
• Distinguish different approaches of product policy
• Discuss questions concerning the packaging of products
• Discuss of product mix policy tasks and decisions
CHAPTER 4
• Explain the central characteristics and elements of pricing strategies
• Name pricing instruments
• Differentiate strategic pricing decisions
• Explain price differentiation and its forms
• Explain price-bundling strategy as a special type of price differentiation
• Understand and distinguish methods of price determination (cost-oriented, marginal
analytical)
CHAPTER 5
• Explain the central characteristics and elements of promotional tools
• Understand integrated marketing communication
• Name strategies of marketing communication
• Evaluate different instruments of the communication mix
• Outline methods for measuring promotion effectiveness
CHAPTER 6
• Explain the central characteristics and elements of sales/distribution policy
• Outline the ideal-typical planning process
• Distinguish and explain the design of sales systems
• Understand different methods for the evaluation of distribution systems
• Explain and differentiate between different types of retail operations
• Name contractual distribution systems
• Explain central elements of logistics systems
INNOVATION MGMT
• that innovation is a process rather than a single flash of inspiration
• key themes in thinking about how to manage this process effectively
• how different leadership and creative styles influence the ability to identify, assess and
develop new ideas and concepts
• how teams, groups and processes each contribute to successful innovation behaviors and
outcomes
• how different environmental factors can support or hinder innovation and entrepreneurship
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