The Marketing Management module covers key principles and tools for effective marketing in a global context, including consumer behavior, segmentation, strategy, branding, pricing, distribution, promotion, and marketing planning.

The module focuses on the marketing function within organizations and how marketing managers should think and act in a global business environment, and which principles, methods and tools to use in order to be successful in their jobs.

The main topics that shall be covered, along with their respective learnings and skills, are the following:

• Marketing, as a concept and a tool, as well as the marketing environment;
• Consumer behavior;
• Segmentation and market research;
• Marketing strategy – targeting and positioning
• Four “Ps” of marketing:
• Product (including branding)
• Pricing
• Place (distribution)
• Promotion;
• Marketing planning