Course description: Students apply the tools they learned about in their first year and learn more about the marketing approach. They learn to know consumers and how they behave. Finally, they are introduced to commercial closing elements and the mechanics of yield management.

Goals of the course:

• Understanding consumer behavior.
• Understanding the ins and the outs of market studies in depth and the marketing approach. 

Skills to be acquired:

• Understanding consumer behavior and all variables that influence this.

• Thorough comprehension of market study techniques and understanding of results.

Prerequisites:

⮚      Students must know the marketing tools and concepts they learned in their first year (PESTEL, SWOT, the Marketing Mix, etc.).