MERCADOS I

This course analyzes the role of marketing in the creation and management of companies. It also examines the role of marketing in current business trends both in Chile and the rest of the world. Topics include: the concept of marketing; customer orientation; business models; the marketing plan and control of management; consumer behavior; market and customer research; consumer segmentation; segmentation models; positioning strategy; branding strategy; product strategy; sales strategy; distribution strategy; pricing strategy; integrated communications; CRM and customer value; international marketing; online marketing; social and ethical marketing.