Course content

• Developing marketing strategies and implementation plans
• Digital customer analysis, metrics and predictive customer models
• Customer journey mapping and in-depth customer insight
• Marketing communication channels, content, and search
• Artificial intelligence in marketing
• Pricing strategy
• Issues of ethics and GDPR

Learning outcome

Knowledge:

• Have knowledge of terminology within the field
• Have in-depth knowledge of central theories and methodology within the field
• Understand the use of digital and non-digital tools in marketing

Skills:

• Be able to contribute actively to strategies within marketing
• Be able to understand data-driven marketing information and plan marketing strategies

General competence:

• Be capable of using knowledge of marketing in different contexts
• Have the ability to contribute to innovation in the development of marketing strategies

Learning methods and activities

A combination of multimedia, lectures, discussion, cases and presentations.

Course materials

• Kotler, P.; Keller, K. L. and Chernev, A. (2022). Marketing Management, Global Edition, (16th ed.): Pearson Education Limited.
• Selection of articles