1.Defining the concept of marketing.
2. The role of Marketing in the main methodological approaches to the study of the company.
3. The historical and evolutionary path traced by marketing in the light of the guidelines.
4. Marketing as a managerial process: detailed analysis of the strategic phase:
segmentation, targeting, positioning.
detailed analysis of the operational phase (marketing mix):
- Product strategies
- Price strategies
- Distribution strategies
- Communication strategies
5. The marketing strategy in the business planning.
6. The shopping habits of the target market (consumer / organizations).
7. Marketing information systems and market research.
8. Brand management and brand equity.
9. Elements of digital marketing.