Marketing

Introduction

Consumers are becoming increasingly aware of today's sustainability challenges and many are drawn to companies that want to contribute to a positive change in the world. At the same time, technology and changes in media habits affect the customer journey, and influence which questions and feelings the customer (actors) develops in the various phases forward towards making a decision. The course will provide the students with central basic competence in marketing and also develop an understanding that marketing must be reflected in clear value communication, by informing, influencing and giving advice that contributes to responsible production and consumption and serves the company, the customer and society.

The course will provide basic competence in key concepts, theories and methods within the marketing subject, as well as develop the student's ability to apply the knowledge to practical marketing problems through the use of simulation tasks.

Course content

Marketing management
- Marketing as a concept, practice and subject area
- Market orientation and market analysis
- The UN's Sustainability Goals and ESG dimensions
- Legal and ethical framework: The Openness Act

Market and customer insight
- Market and competitor analysis
- Stakeholder and materiality analysis, sustainability reporting
- Segmentation and target group selection
- The customer relationship; the decision-making process and the customer journey

The marketing mix
- Product strategy, innovation and circular principles
- Pricing strategy and customer value
- Distribution strategy, supplier selection and marketing channels
- Communication strategy, storytelling and greenwashing

Marketing strategy
- The business model; How to create, deliver and capture value
- Define goals
- Choice of market position
- Development of the marketing plan