Rotterdam School of Management

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About the course

Companies operating in today’s markets are faced with intense competition, and you need to know the essentials of marketing to deal with this. Competition often comes from new firms that offer propositions that are radically different and difficult to counter. At the same time, new and evolving technological developments, such as social media and mobile telecom, create new opportunities for growth and driving the market. You need to understand the power of marketing in this competitive business environment.

The two-day Essentials of Marketing programme by RSM Executive Education provides you with a fast, comprehensive understanding of the basic concepts and practices of modern marketing. You will learn and apply the basic techniques of marketing, including promotion, branding, positioning, and targeting customers. You will also investigate business-to-consumer and business-to-business issues.

The persuasive power of marketing can add value for you and your organisations when you apply it to new products or when creating new markets. Only companies that create and capture real value can build and keep a long-term sustainable position.

Key benefits

During the programme, you will:

  • understand the customer and the role of marketing throughout the organisation
  • learn how to bring products and services to the market and create returns
  • explore the vocabulary and tools of modern marketing
  • learn how to create value through products, brands and services
  • investigate how technology affects the marketing and business environment.

Who should attend

You will benefit from RSM’s Essentials of Marketing programme if you are a:

manager newly appointed to a marketing function, such as marketing manager, brand manager or product manager professional who needs an overall picture of the marketing function non-commercial professional who wants to move to a commercial function.

Trust the experts

Gerrit Van Bruggen

Profile Gerrit van Bruggen is a professor of marketing at Rotterdam School of Management, Erasmus University (RSM). Professor van Bruggen''s primary research interest lies in strategic marketing issues and the impact of information technology and information systems on marketing strategy an...


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