The trainees will identify the main trends affecting marketing management and will analyze the central role that the consumer plays in the marketing process as the basic structure of the course includes the main areas of the overall marketing plan: understanding the marketing context; store search; managing the marketing mix; and evaluating the marketing process. However, trainees will study the broader social and ethical implications of marketing and how it affects the management of an organization.

During the course, emphasis will be given to the ICT sector using examples and in-depth case studies to apply general marketing theory in practice and emphasis will be given to marketing management in ICT-oriented organizations in the marketing process, particularly the application of new technologies in marketing.