Sustainable Marketing Management

Description

About this course: This course covers basic concepts and theories in marketing, with an emphasis on the consumer market. Central themes are as follows: - Marketing, marketing management and marketing planning - Marketing plan, segmentation, relationships, product concept - Identification of green values and segments - Price, marketing communications and marketing network - Brands, brand architecture, brand communication and brand management - The purchasing process, consumer attitudes and buying behavior in businesses - Factors affecting the business, market knowledge Learning outcome: After completing the course, the student will have the following learning outcomes, divided into knowledge, skills, and general competence: Knowledge The student - has a basic understanding of the marketing areas of operation - is familiar with key concepts, theories and methods of marketing - is familiar with examples of marketing in some firms - understands how marketing can contribute to a more sustainable society by creating changes in consumer behavior Skills The student - can find, assess and refer to information relevant to marketing - can present this so that it sheds light on basic issues in marketing - can participate in the solution of simple marketing challenges in practice. General competence The student - can apply knowledge and skills in marketing - is able to reflect and think critically about basic marketing problems Learning activities: Digital lectures and videos. The students get access to digital resources on Canvas Teaching support: Canvas Assessment method: 3 hours digital home exam. Counts 100% of the grade. The digital home exam and the mandatory activities are linked, as the students will hand in one of the assignments again as part of the exam and do an extended discussion of this. Pass / Fail. Written home exam Karakterregel: Passed / Not Passed Syllabus: The following textbook will be part of the readings: Nygard, Arne: Grønn Markedsføringsledelse, and Kotler og Keller Markedsføringsledelse. Complete syllabus will be announced on Canvas prior to course start.