Principles of Marketing

Marketing as an area of knowledge only took shape in the middle of the 20th century. Until then, marketing was understood as the set of knowledge related to what today we call logistics.

Marketing is therefore a very young area of knowledge. However, what we now call marketing techniques have been practised since time immemorial.

The Principles of Marketing course, structured in 20 sessions, organizes current knowledge in marketing, covering fundamental and current techniques, from basic theory and fundamentals to digital techniques.

The course is aimed at students who want to start a career in marketing and covers topics such as Strategic Marketing, Marketing Intelligence, Operational Marketing and Digital Marketing.

Next edition at IIM Business School, October 2022