Course objectives:

- Become familiar with strategic-marketing tools
- Master the ins and outs of market research

Skills to be acquired:

- Know all about consumers’ behaviour and all the variables that can influence them
- Master market-research techniques and be able to analyse the results

 
Summary:

Students apply the tools they became familiar with in their first year and explore marketing more deeply. They learn to understand consumers and their behaviour. Lastly, they are introduced to the aspects of closing a sale and to the yield-management mechanism.