The Durham Online MBA: Introduction to the Marketing module

The Marketing module provides MBA students with a comprehensive overview of marketing principles and strategies.

During the webinar, Mariann and Zsofia will walk through some key building blocks of the module:

• Our teaching philosophy draws on collective learning, and we encourage you to bring in your experiences as consumers and/or as managers.
• Delving into the Marketing Mix —Product, Price, Place, and Promotion— looking into how to develop a product/service that meets consumer needs, price it competitively, distribute it effectively, and promote it to the target audience.
• Segmentation, targeting, and positioning, so that MBA students can identify distinct consumer groups.
• Consumer behaviours to understand the psychological, social, and cultural factors influencing purchase decisions.
• Consumer activism, service innovation, and considerations of both business-to-consumer (B2C) and business-to-business (B2B) marketing.
• Interactive online learning materials are complemented through webinars to support your learning process.