After completing the course students will be able to:

1. Understand the innovation concept and explain innovation as a process to be developed within organizations and interacting with markets;
2. Explain the importance of innovation as a tool for a sustainable development (in an economic, environmental and social perspective) and the required marketing strategy to support the innovation process;
3. Define marketing and understand marketing as a process within the organization's strategic planning;
4. Identify how to analyze the organization's environment and how to obtain information to define the marketing information system;
5. Identify consumers' buying behavior and outline a consumer-oriented marketing strategy;
6. Define the components of the marketing mix program;
7. Develop a strategic marketing plan.

Curricular Unit Form