Explore our knowledge

Full-time MBA

Mar­ket­ing Man­age­ment

Om kurset

Emner
Markedsføring Management

Kursets indhold

Firms constantly think about creating value through (new) products and services. A core question is: How can a firm successfully create offerings for customers and adapt to their changing needs? The Marketing Management course aims to provide an answer by covering the foundations of marketing management and show how companies successfully can assess markets to deliver products and services that align with (latent) customer needs.

 

The objective of this course is to enable students to apply concepts, frameworks, models, and theories to describe the role of marketing with respect to the three C’s (customer, company, competitor). The course introduces students to the market audit, consumer behavior research, STP (segmenting, targeting, and positioning), product life cycle management, pricing, and communication. The basics will enable participants to design a marketing plan. Issues related to responsible marketing and contemporary marketing issues are woven into class discussions.

Se den fulde beskrivelse i kursuskataloget

Det lærer du

  • Be able to analyze a company's situation and challenges, internal as well as external, in relation to its current and future marketing efforts - using relevant tools and frameworks for such analyses.
  • Be able to identify relevant overall marketing options for the company while considering implications for the company, its network and supply chain.
  • Be able to propose viable marketing strategies solidly aligned with the imperatives identified through analyses of all relevant factors.
  • Understand the increasing importance of various driving forces in the marketplace, such as a focus on sustainability and CSR, intercultural differences etc. and how these drivers impact on company options.
  • Apply acquired insights to develop a marketing plan for a company addressing and incorporating relevant issues.

Fakta

Niveau
Executive master
Type
Obligatorisk kursus
ECTS
3
Undervisningsperiode
Forår – semester
Sprog
Engelsk
Undervisningsform
På campus