Focus of this course are the “four p’s” of marketing instruments: price, product, placement and promotion. The modern marketing concept includes a total number of “seven p’s”. In addition to the old concept the items “personnel”, “process management” and “physical facilities” are important for modern marketing strategies. This whole marketing mix is discussed in relation to maritime logistics and port business.
Learning outcomes
The students will get an overview of concepts, goals, strategies, tools, methods and relationships in marketing.
