Academic Profile & Strategy
Focus on new markets and marketing management
New markets:
As a result of information technology, globalisation and deregulation, among other things, markets are becoming increasingly effective and transparent, all the while the dynamics and complexity of the surroundings increase. Thus, demands for constant surveillance of existing and potential markets are also increasing - this might be expressed as an increasing need for dynamic market analyses.
Marketing management:
It is not constructive for companies to continually seek new markets, as not all investments pay off. Typically, a portfolio of markets in different phases would be ideal - this represents a decision problem and thus a need for increased marketing management.
Strategic goals:
In accordance with CBS' general strategy, the Department of Marketing has the following goals:
- As a learning university the department wishes to contribute to the business world and society with new research within the two focus areas through collaborative research projects and the education of marketing managers
- In relation to internationalisation the department wishes to continually increase the production of international journal articles, the participation in international conferences as well as focus more on international research resources, e.g. prominent guest professors
- In relation to corporate partnerships the department is dedicated to a continued close partnership with the media, identification of additional external partners as well as appointing more adjunct professors.
Last updated by Aein Jebelli 03/04/2009
