Mar­ket­ing Es­sen­tials in a Per­spect­ive of Fu­ture Sustain­ability

Course content

Overall, the course objective is to introduce students to the basics of Marketing as well as the wider context for a company’s marketing efforts. The course will introduce students to a combination of

1) the essentials of Marketing

2) the wider business context in which Marketing Management must navigate with a focus on sustainability.

The course will focus on B2C markets and the factors influencing these markets, i.e. the driving forces affecting the company’s options in the marketplace: such as shifting consumer preferences and the need for continuous innovation, corporate social responsibility (CSR), environmental social and corporate governance (ESG), circular economy, the opportunities and limitations of digital marketing and generative artificial intelligence (GAI).

The course combines hands-on approaches to real marketing cases based on marketing models and tools from academic marketing textbooks, business journals, and marketing experts. GAI is part of teaching and can be used integrally in the course.

Highlights

The course will introduce students to:

• tools for understanding and analyzing internal and external factors influencing the company’s choice of marketing approach
• the relevance and difficulties of designing best fit between the company’s overall strategies and choice of marketing strategies, i.e., the strategic role of marketing for the company
• trends in off-line and digital marketing, generative artificial intelligence and the opportunities and challenges for the company’s marketing efforts
• Basic understanding of sustainability in a marketing context including circular economy tools for aligning the company’s marketing efforts with intercultural characteristics of target markets