Marketing

The objectives of the undergraduate marketing program are: Definition of marketing strategies in relation to segmentation, targeting and positioning; Explanation of branding, brand equity and competition; An explanation of market research, distribution channels, retail, and integrated marketing communications; An explanation of local, regional and global strategies for the development and implementation of tactical and strategic marketing tools, as well as differentiation of adaptation and standardization. Upon successful completion of the BMKT program, students will be able to: Describe the sales and marketing process, as well as conduct market research; Explain the importance of satisfying consumers, creating consumer values, and managing customer relationships; apply tactical and strategic marketing to acquire and retain consumers in accordance with ethical principles; analyze consumer behavior, consumer and industrial markets, the process of developing new products; evaluate local, regional and global market strategies in the context of globalization; Describe and apply the concepts and theories of ethics in the field of marketing.