Marketing Management focuses on the development of a better understanding of core marketing issues through the analysis of real-life marketing problems and marketing decision-making in an international context.

Marketing Management (EBC2009) is a intermediate course that blends traditional marketing principles with the latest technological advancements. Students immerse themselves in the dynamic intersection of marketing theory, branding, marketing research, artificial intelligence, and data-driven decision making. The course begins by identifying contemporary consumer needs in our rapidly evolving digital landscape. Students then leverage state-of-the-art AI tools to develop innovative marketing concepts, crafting compelling brand identities, and learn about marketing research. Through hands-on workshops, students gain proficiency in cutting-edge marketing research techniques, learning to design and implement surveys for marketing research, and interpret and analyse complex data sets using statistical software. Interactive tutorials cover crucial topics such as AI-driven content creation, influencer marketing strategies, and ethical considerations in the age of data abundance. Students will emerge with a robust toolkit of skills essential for future marketing landscape, including AI prompt engineering, market research, data visualization, and strategic brand management . This forward-thinking approach ensures students are not just learning about current marketing practices, but are prepared to lead and innovate in the rapidly evolving field of marketing technology. The course is particularly valuable for those aspiring to careers at the forefront of digital marketing, brand management, and marketing analytics in an increasingly AI-driven business environment.

o This course makes use of a customized text book (i.e., a text book compiling chapters from multiple text books). More details will be provided before the start of the course.

o Course1.1: Management of Organisations and Marketing;
o Knowledge of marketing and statistics at a basic level;
o An advanced level of English;
o Exchange students need to have taken at least one marketing and one statistical course at introductory level;