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Marketing Foundations


Business Management
Enrollment in this course is by invitation only

About This Course

In this course we will study marketing, more specifically the fundamentals of marketing. For this, it is necessary to understand the specific concept of marketing, as well as the concept of market. This will explain marketing strategies and how it works internationally.

Course Content

1. The Concept of Marketing

  a) The Origin of Marketing

  b) Macro and Micro Environment

  c) What are the foundations of marketing?

2. The Market

  a) What is the Market?

  b) Parts of the Market

  c) National and International Markets

3. Strategy in Marketing

4. International Marketing

Bibliography

Jonathan Groucutt (auth.) - Foundations of Marketing (2005, Macmillan Education UK)

Keith Lewis, Matthew Housden - Introduction to International Marketing (Marketing in Action) (1998)

Larry Weber - Marketing to the Social Web: How Digital Customer Communities Build Your Business (2007, Wiley)

Shelby D. Hunt - Marketing Theory: Foundations, Controversy, Strategy, and Resource-advantage Theory (2010, Routledge)

Tony Proctor - Strategic Marketing: An Introduction (2000)