Mar­ket­ing

Course content

This course provides students with an introduction to the key principles, theories, and concepts of marketing, with an emphasis on marketing in terms of a process-oriented business philosophy. Students will become familiar with the key areas of marketing-related decision making and learn what concepts, methods, and tools are available to marketing managers when making marketing decisions in a challenging and competitive business environment. The goal of this course is not only to provide an overview of the fundamental principles of marketing-related activities within firms, but also to demonstrate how understanding the broader global context in which businesses are embedded influences long-term success.

The course is structured around three core themes: Understanding Marketing, Capturing Marketing Insights, and Value Management. Each theme is explored through dynamic sessions featuring interactive lectures, prerecorded content, and reflective discussions. In the reflection sessions, students critically engage with the preceding theme, analyzing marketing theories through the lenses of ethics, social justice, and sustainability, fostering a philosophical understanding of these issues. The course culminates in a wrap-up session, providing students with an opportunity to synthesize their learning and reflect on the course's themes in an integrated and holistic manner.