The course aims to develop the student’s competencies and skills in identifying and analysing the organization's opportunities and problems from a marketing perspective. This is done both from a theoretical perspective based on marketing concepts, and partly through the application of marketing tools. The course is divided into the following themes: Market intelligence and strategic marketing: Organizations’ market environment, consumer behaviour and analytical tools such as market researches. Decisions on segmentation, differentiation and positioning as well as branding
Tools for value creating processes: Approaches used to create value together with the customer and attract and reach selected segments through the marketing mix and the tools for integrated marketing communication such as e-marketing.
Marketing from different perspectives: Marketing is discussed with regard to ethics, sustainability, and corporate social responsibility (CSR) This is achieved by approaching marketing from the perspectives of the organizations, the consumers and society at large.
