Economic Theory: market structure and analysis of supply and demand. Consumer needs, goods (and services). The perception of value. The creation of value. Production, product sales. Marketing and business organization. Strategic and Operational Marketing. Strategic Marketing Planning. Internal and external Audit. SWOT analysis. Market Segmentation (targeting). The 4 P of marketing: product, price, point of sale, promotion. Marketing mix. The three key processes: PDM (product & service development management), SCM (supply chain management), CRM (customer relationship management). Analysis of the competition. Competitive strategies. The definition of the brand (branding). The product line. Life cycle of the product. Communication and the media. Advertising. Marketing of events. Viral Marketing, Tribal Marketing, Web Marketing, Marketing and Social Network. Applications of Visual Merchandising Marketing. Direct Marketing. Experiential Marketing. City Marketing.