Marketing Theory

The course provides an overview of current research on marketing theory and assumes a holistic approach to understand marketing and its role in contemporary society. Discussions are focused on how current and centrally important marketing theories, concepts, and models, for instance theories about strategic orientation, marketing strategies, branding, and market communication, can be applied and integrated in both research and practice in relation to current complex phenomena, issues, situations, and societal challenges. Among other things, the course describes and problematises how societal challenges linked to for instance digitalisation, business ethics, sustainable development, and diversity are handled in the theory and practice of marketing today. Discussions relate to the levels of society, industries, businesses, and consumers in order to provide a broad understanding of marketing and its effects on different stakeholders.

Throughout the course, students are expected to critically examine and apply current marketing research. There is a focus on the practices of academic dialogue and academic writing.

Progressive specialisation: A1N (has only first‐cycle course/s as entry requirements)

Education level: Master's level

Admission requirements: 90 ECTS credits in Business Administration, including at least 30 ECTS credits at the G2F level or higher, or a Master of Science in Industrial Engineering and Management (75 ECTS credits), including IEGA05 Industrial marketing (7.5 ECTS credits), IEGA06 Industrial organisation (7.5 ECTS credits), IEGA07 Industrial management accounting (7.5 ECTS credits), and IEGA09 Corporate finance (7.5 ECTS credits), and at least 15 ECTS credits at the G2F level or higher, including some of the courses IEGC01 Sales management (7.5 ECTS credits), IEGC02 Entrepreneurship (7.5 ECTS credits), IEAD01 Quality management and CSR (7.5 ECTS credits), IEAD02 Industrial transformation (7.5 ECTS credits), IEAD03 Innovation management (7.5 ECTS credits), IEAD04 Service management for engineers (7.5 ECTS credits), IEAD06 Idea management in the front end of innovation (7.5 ECTS credits), or IEAD08 Servitisation for engineers (7.5 ECTS credits), and upper secondary level English 6, or equivalent

Selection:

Selection is usually based on your grade point average from upper secondary school or the number of credit points from previous university studies, or both.

This course is included in the following programme

• Programme in Business and Economics (studied during year 4)
• Master Programme in Marketing: Master (studied during year 1)