Jennifer Dekkers

A basic understanding of the role and scope of responsibilities facing contemporary marketing management. Emphasis is placed on the integration of marketing principles into an organized approach for decision making.

A study of contemporary market strategy techniques in industrial companies. Emphasis is placed on the case approach where students are provided an opportunity to develop strategies in response to given market opportunities and competitive behavior.

The decision steps of the product development process: innovation strategy, opportunity identification, designing new products, testing and improving products, product introduction and profit management and implementing the new product development process.