Fundamentos de Marketing

Course Overview

In the “Fundamentals of Marketing” course, the student will: Understand the concept of marketing; Understand the marketing management process; Have a global view of the marketing system; Identify the influence of environmental variables on marketing planning; The marketing mix; The strategy of products, services and brands; Understand the objectives and organization of the Markets; Understand the operations of the markets: producer, dealer and government; Understand the concept of the product life cycle; Understand the consumer and his behavior; Understand the difference between rational and motivational theory; Understand the influences on product and service purchase decisions;The importance of information for marketing; Marketing research and information system; Concepts in the demand measurement strategy and its methods; Market segmentation and its objectives; Strategic marketing.