Marketing in biotechnology, food technology and nutrition

Course Coordinator

ECTS points:
3

Program:
doktorski

Course number:
165650

Course Description

COURSE CONTENT

Defining marketing; the role of marketing in everyday business, marketing and social responsibility; four marketing functions and marketing mix; product policy, distribution policy, promotion and pricing policy; market research and information systems, the implementation of marketing mix in  biotechnology: Croatian and international case studies; development of optimal marketing strategies in biotechnology (internal and external environment analysis; SWOT analysis, strategy formulation, implementation, feedback and control)

Lectures

Lectures: 10

Seminars: 10

Description of course/module requirements: Oral exam, project/paper writting