The course introduces the students to Brand Management techniques, i.e., a) the way in which a product differs from other similar ones based on its technical and quality characteristics, b) the product costing and therefore linking its price to the fixed and operating costs of a business, c) the availability of the product in the market and, therefore, the ease of access of the consumer to it and d) the promotion of the product in the market.

Upon successful completion of the course, students will be able to know:

• The basic functions of marketing and the contribution of a company’s marketing department to the organization and management of its products
• The research techniques through which the marketing mix is formed
• The criteria by which consumers are categorized into individual interest groups (segmentation)
• Strategies for placing and differentiating products and services and therefore in the marketing plan of a company’s products.