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Bilkent University

Online Academic Catalog

Undergraduate and Graduate Programs 2020-2021


EMBA 555 Foundations of Marketing Management II

This course is crafted around the core elements and tools of marketing , such as market-focused culture, customer and competitor analysis, value delivery, pricing, relationship management, brand management, marketing communication and marketing analytics. For these purposes, the participants are introduced various frameworks to better understand and manage the nature and determinants of consumer behavior, branding, and sales management techniques. The course also provides opportunities for participants to reflect on and apply the course contents in their own business and managerial contexts. Credit units: 3 ECTS Credit units: 5.

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