What is marketing and what is its purpose? What makes consumers think of one brand and not another? How are consumers’ opinions formed? How do consumers make their purchasing decisions? How do you analyse a market, whether it is a mass consumption or business-to-business market? How do you segment it in order to adapt to its particularities? Invented for mass consumption, marketing has become an essential feature of every sector of activity in order to create durable differentiating factors in a given market. Many company executives from industry or finance do not really understand the fundamentals of marketing, while they increasingly need to take marketing into consideration in their decisions or their daily business relationships. This simple and concrete course, which makes extensive use of company case studies, will fill this gap.
