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CEA CAPA Partner Institution: Universidad Carlos III de Madrid
Location: Madrid, Spain
Primary Subject Area: Management
Other Subject Area: Business, Marketing
Instruction in: English
Course Code: 13473
Transcript Source: Partner Institution
Course Details: Level 300
Recommended Semester Credits: 3
Contact Hours: 42
Prerequisites: Marketing
DESCRIPTION
Introduction to Marketing simulation - Operational marketing: 4 Ps - Product: Types - Multi-attribute Product - Innovation and Diffusion of innovations - New Product Development Process - Brand Management - Pricing: Determinants and strategies - Pricing based on costs - Pricing based on demand - Pricing based on competition - Communication: Nature and Function - Mix-media: integrated communication - Advertising - Sales promotion - Sponsorship, PPRR - Below the Line Communication Digital communications - Sales Force - Distribution: Types of channels - Coverage of the distribution and conflict within the channel. - Strategies for communication with distributors - Marketing Plan - Content of the marketing plan - Marketing Audit
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