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GPLD152 - Marketing Management Essentials

This workshop is part of the GradProSkills JMSB Business School Essentials series. It is an introductory workshop intended for students with no prior marketing knowledge. Content is relevant to students from any discipline who are seeking a basic understanding of marketing for their career.

Successful companies, and their employees, take a strategic approach to marketing. They know their market, they build relationships with their customers, they communicate effectively their value proposition, and they can adapt to changes in their industry.

This session will provide an introduction to the practice of marketing in organizations. Participants will learn about basic marketing concepts though their application to a business marketing case. The case presents hypothetical plans for a multinational corporation seeking to expand into other industries . Students are expected to actively participate in a guided discussion which will expose them to the elements of a strategic marketing framework.

Learning Objectives

At the end of this workshop, participants will be able to:
1. Discuss what is strategic marketing
2. Explain the elements of a marketing management framework
3. Apply some basic tools used by marketers

Leaders Information

This workshop is led by Aya Aboelenien.

Aya Aboelenien is a current Ph.D. candidate in Business Administration (Marketing) in JMSB, Concordia. Her research focuses on moral consumptions, boundary making and interpersonal relations and their interplay in the market. Aya received both her Bachelor's and Master's of Business Administration (MBA) from the American University in Cairo with a specialization in Marketing. Before her Ph.D. study, Aya worked as a research project manager for Savola Foods handling qualitative and quantitative marketing research studies in the MENA region. Aya also taught Marketing courses (Introduction to Marketing, Consumer Behavior, Marketing Research and Integrated Marketing Communication) at the School of Continuing Education at the American University in Cairo.

This workshop is not scheduled at this time.

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