Students should:

Develop a critical reflection about marketing and its variables;

Understand the importance of marketing on the strategic orientation of modern organizations;

Be able to distinguish between marketing strategic and operational marketing perpectives and understand its importance and competences;

Be able to analyze the market, product plans, pricing, distribution and communication and understand the importance of these variables in relationship marketing management;

Be able to develop and operational methods for analysis of market opportunities and optimize the company's commercial activity;

Be able, through an active and interactive teaching methodology, to progress from the theoretical knowledge to the practical knowledge.