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Marketing Innovative Products and Services


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Profile photo of Prof. Daša Dragnić

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Marketing Innovative Products and Services

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Introduction to the module

In this module participants look at the steps taken to market products and services. They will work on real cases involving new products or services.

Download here RELATED WORKSHEETS

The workbook in this course please submit to ljiljana.najev.cacija@efst.hr (UNIST students), s.best@mdx.ac.uk (MDX students),  apenafiel@uma.es (UMA students), upon finishing the assignments.

About authors

Nikša Alfirević is a full professor of Management and an assistant professor of Sociology at University of Split, Croatia. He holds a PhD in Management from the University of Split (Croatia) and a PhD in Sociology from the University of Klagenfurt (Austria). He has developed the Student Business Academy program as a form of student entrepreneurship learning, which served as a foundation found for the SBeA project.

Daša Dragnić is an assistant professor of marketing at the University of Split, Croatia. She has extensive experience in developing programs for entrepreneurial education, consulting small businesses and developing small business policies at the municipal level.

Ljiljana Najev Čačija is an assistant professor of marketing at the University of Split, Croatia. She is also an entrepreneur and a consultant, specialized in small business development and nonprofit organizations strategy and marketing.

For discussion and course related questions visit the FORUM.

Course Features

  • Lectures 7
  • Quizzes 0
  • Duration 60 hours
  • Skill level All levels
  • Language English
  • Students 17
  • Assessments Self

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    UNIT 1


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    • Lecture 1.1 Understanding marketing, marketplace and customer needs 0m
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    UNIT 2


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    • Lecture 2.1 Analyzing the marketing environment 0m
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    UNIT 3


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    • Lecture 3.1 Fundamentals of marketing research 0m
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    UNIT 4


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    • Lecture 4.1 Customer segments, market targeting, differentiation and positioning 0m
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    UNIT 5


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    • Lecture 5.1 Planning the marketing mix 0m
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    UNIT 6


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    • Lecture 6.1 Products, services, and brands 0m
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    UNIT 7


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    • Lecture 7.1 New product development (NPD) 0m
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Profile photo of Prof. Daša Dragnić
Prof. Daša Dragnić

ddragnic@efst.hr

Profile photo of Prof. Ljiljana Najev Čačija
Prof. Ljiljana Najev Čačija

ljiljana.najev.cacija@efst.hr

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