Marketing

Course goals

On completion of the course, the student will be able to:

• Understand the fundamental theory, principles, and concepts of marketing.
• Critically evaluate and synthesize established and emerging marketing topics.
• Assess and formulate strategic responses to current-day marketeer issues, (potential) risks, and challenges, which need to be mitigated or addressed by marketing management.
• Apply and justify core marketing terminology, strategies, and tactics appropriately and effectively.

Content

Content
The overall objective of the course is to explore and critically examine the application of marketing principles, strategies, and tactics in specific markets. Many people associate marketing with commerials, social media, and salespeople. We observe these marketing elements every day: in the cinema, in public transport, while browsing the web, and when we go out for shopping. However, marketing is far more than promotion or communication alone, it is a strategic management function that drives value creation and competitive advantage. This course familiarizes you with core  marketing concepts.

According to the American Marketing Association, marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. In brief, marketing is about understanding what customers – individuals or businesses – need, or what they could need given their situation and ambitions. Companies can meet customer needs in multiple ways, for example by targeting people with specific interests, by developing the best products, by setting up loyalty programs, by providing outstanding services, by maintaining an excellent distribution system, by being the cheapest, and usually by a combination of such elements. Throughout the course, students will work with real-world examples to connect theory to practice and to develop a strategic marketing mindset. Marketing management focuses upon the way companies identify markets for their products, how they position and promote their products, and how they sell their products. As a field of research and practice, marketing is a rich discipline with many specialized and emerging topics. During the course we will also pay attention to some of these, especially relating to digital transformation and sustainability in marketing. 

Format of work
Lectures, tutorials (work groups, presentations)

Materials
Book: Fahy, J. and Jobber, D (2022). Foundations of Marketing (seventh edition). London: McGraw-Hill Education
Supplemented with academic articles on specific topics.

Assessment

Assignments (30%) / Exam (70%)