Marketing Research and Supply Chain Management

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In today's internationally-oriented business environment it is crucial for prospective managers to familiar themselves with concepts and issues related to marketing and supply chain management. Faced with fierce competition and increasing consumer demands, it is crucial that companies are able to build customer-centric supply chains. That is, supply chains that are designed and managed as to fulfil customer needs and achieve customer satisfaction. Developing a thorough understanding of basic concepts such as market research, marketing strategy, value propositions as well as knowing how to make use of the supply chain in international competitive markets to serve and satisfy customers are thus topics that will be covered in this course. Marketing & Supply Chain Management can be considered as an intermediate course for marketing and as an introduction course for Supply Chain Management. It builds upon the first year course 'Organisation and Marketing' and introduces the basics of research methods and statistical analysis.