Advanced Marketing Management

The Advanced Marketing Management course is a compulsory course of 6 ECTS. Within firms, decisions must constantly be made about different aspects related to marketing and commercial activity. This course reviews core marketing concepts in order to delve more deeply into digital marketing, digital marketing environments as well as the decisions that have to be taken in these environments from the point of view of the marketing mix f(marketing mix) about products, brands, services, prices,  distribution channels and communication. The aim of this course is to enable the student to understand the changes in marketing and communication models in today's society. Likewise, at the end of the course, the student will be able to will be able to analyze the evolution of contemporary business environments, as well as the development of the current macro- and micro-environment, in order to  adapt their marketing strategies and plans to the new contexts of consumption.