Course content
This course provides students with an introduction to the core principles, theories, and concepts of marketing, with a special focus on the challenges of companies operating in multiple European and global markets, and thus a greater societal context. Subjects covered include marketing planning and market research; innovation management; managing products and services; branding; managing prices, distribution, and promotion; relationship marketing; use of technology in marketing. The goal of this course is not only to provide an overview of the basic principles of marketing-related activities within firms, but also to demonstrate how an understanding of the wider global context which companies are embedded in influences long-term success.
See course description in course catalogue