Marketing

Description

The course aims at contributing to the following learning results: The student... Analyses the environment in which an organisation is active and estimates the influence of environmental factors on the functioning of the organization (1.a) Understands basic theories, basic terms, and basic concepts of each management domain, in particular with respect to the financial, operational, commercial and organisational activities, and applies them when solving  (business) economics problems (2.a.1) Formulates and evaluates critically the objectives and tools of a marketing planning and strategy (2.l) Analyses the impact of marketing decisions on the level of the market, the organisation and the consumer (2.m) Detects the impact of regional, national and international environmental factors on corporate policies and estimates the complexity of operating in an international environment when putting together a strategy (3.a) Analyses price-setting and the various pricing strategies for the most important market forms (3.b) Analyses the functioning of organisations and markets in relation to society and its actors (4.c) Uses disciplinary scientific knowledge to solve (business) economic problems (4.d) Clearly formulates the problem in dialogue with the supervisor(s) but with a sufficient degree of autonomy, defines the research thesis and derives research questions from it for a (business) economics problem with practical relevance (6.a) Integrates sustainability values in the analysis of topical (business) economic problems and proposes solutions that take into account these values (12.d) ERS Objectives The student analyses ethical issues in marketing, especially the use of personally identifiable information (PII) and how to assess appropriate actions for tracking and profiling with digital marketing. The student develops insight into how marketing tools can contribute to sustainable and ethical consumer behaviour. The student explores how a marketing strategy can be shaped around economic, ecological, and social value. The student analyses how societal developments related to sustainability (ERS) influence marketing decisions.