Marketing: From strategy to action

In order to survive, an organisation must create value for the market. In any organisation, therefore, there are full-time and part-time marketing professionals. The former are professional marketing specialists.
The latter are responsible for other aspects of the organisation (finance, operations, etc.). Nevertheless, they must understand the market in which the company operates if their position is to create value and further the mission of the organisation.
This ESADE Summer School programme helps students obtain a general understanding of how factors that are essential to the success of a company should be managed - from strategic planning to practical implementation.

This course is recommended for students aiming for a career path that requires a comprehensive understanding of business (consulting, company management, brand management, etc.).

Student profile: This course is open to university graduates and young professionals (with one or two years of work experience) with a range of academic, professional and cultural backgrounds. The Academic Committee will evaluate each candidate individually, taking into account his/her academic record and professional experience. 

Language: English
Dates: 11th to 15th July 2011
Time: Monday to Friday, 9.00 am to 2.30 pm
Registration fee: 1,000 euros

This rigorous and practical programme consists of three modules, with a total of  25 hours of class time over one week.
Module 1: 'Topics in Marketing'. Participants will explore the main concepts and tools used in marketing to create sustainable added value in today's competitive market.

Module 2: 'Knowing and Listening to Consumers'. Participants will take an in-depth look at the value of customers and learn why a customer orientation is essential to the decision-making process in marketing.

Module 3: 'Branding'. Participants will learn how to create and manage a company's main asset: its brand.