Consumer Behavior and Marketing Strategy

About this programme

This marketing course is intended for students who want to increase their knowledge of strategic marketing management, and of theories and methods for advanced analysis of consumer markets. The course is given and examined in English. Module 1. Marketing Strategy and Sustainability, 7.5 credits The module highlights strategic marketing challenges of companies in a contemporary society. The module contributes to an understanding of how the context in which an organization runs operations influence the choice and implementation of different strategies. The module presents various applications of marketing strategies in a strategic process. Students will practice thinking strategically from both an internal and external perspective while considering sustainability issues. Focus of instruction: In addition to lectures, the learning is supported by case work and case seminars. The module requires a significant amount of independent study, which means studying the assigned literature. The module integrates theoretical insights with practical applications in a learning environment which builds on active participation, both individually and in groups. During the module, students will also be introduced to methods of working in international teams and an academic conduct, e.g. referencing, or how to avoid plagiarism and cheating. Module examination modes: The examination is based on two written individual hall exams, a written group assignment, and oral presentation. The module also includes an individual online-test on ethics and an academic conduct. Note as well examination mod