Students must attend the parallel classes within the Master's Programme in Human Resources Management.

After successful completion of the course, the student should be able to: - Understand the essential foundations of marketing; - Deal with the resolution of the main issues related to the design, implementation and control of marketing strategy.

Topic 1. The Marketing process: strategic vs tactical marketing Topic 2: Relationship marketing and the Key Account Management Topic 3: The marketing envirorment. External and internal analysis. Topic 4. The market reserach process within marketing Topic 5. Consumer Behaviour Topic 6. Market Segmentation: Consumer products and industrial products Topic 7. Positioning strategies and policies Topic 8. Marketing Mix: Product decisions Topic 9. Brand strategy and policies: The branding decisions Topic 10. Distribution channel decisions Topic 11. Price policies. Topic 12. Commercial communication and marketing promotions Topic 13. The Marketing Plan and Marketing Audit

The course will be based on some theoretical lectures, the analysis of real business cases, reading of articles and other bibliography recommended by the professor and the discussion and sharing of ideas. Each student is expected to be prepared for each class session, implying that assigned readings, exercises and case studies will have to be completed as required. Students are also expected to be committed and loyal contributors to team work.