Marketing Management

About this programme

The course introduces basic marketing core concepts such as needs, wants and demand , segmenting, targeting and positioning (Strategic Marketing) and its tactic implementation through the marketing mix (Product, Price, Promotion and Place). One Strategically creative objective and part of the course examination is the development of a marketing plan with a flavour of strategic and creative marketing realism. The plan may revolve around and outdoor brand such as Patagonia or an induastrial downstream product such as GORE-TEX ingredient brand. In addition great emphasis is put on a blend of theory and guerst lectures from the industry as well as both consumer perspectives and strategy perspectives of the firm. The result is a more holistic 360 degree understanding of Basic Marketing. Choose semester and course offering to see current information and more about the course, such as course syllabus, study period, and application information. Please note: all information from the Course syllabus is available on this page in an accessible format. Based on recommendation from KTH’s coordinator for disabilities, the examiner will decide how to adapt an examination for students with documented disability. The examiner may apply another examination format when re-examining individual students. If the course is discontinued, students may request to be examined during the following two academic years. Students from previous cohorts will be offered individual exams as they no longer have the opportunity for group work.