Frontiers of marketing research
15.0 ECTS creditsThe course focuses on key theories of business and consumer marketing, both classical and modern.
The course component focused on current research in the area of business marketing provides a framework for understanding and critically analysing the marketing activities of businesses and other organisations. The course also covers alternative perspectives on business marketing and how different forms of sustainability can be integrated as a part of it. The course is mainly theoretical and based on marketing as a science.
The course component focused on current research in the area of consumer marketing covers key theories for understanding and critically analysing the decisions, attitudes, and behaviours of consumers, and their relations to organisations, products, and brands. The course includes discussion of theories of what influences consumers, including cultural, psychological, personal, and social factors addressed from different common marketing perspectives.
There is an emphasis on how the various theories covered in the course contribute to an academic as well as practical understanding of what influences the decisions and behaviours of consumers and organisations in different contexts, and how different types of marketing can have an impact on market relationships.
The course component focused on current research in the area of business marketing provides a framework for understanding and critically analysing the marketing activities of businesses and other organisations. The course also covers alternative perspectives on business marketing and how different forms of sustainability can be integrated as a part of it. The course is mainly theoretical and based on marketing as a science.
The course component focused on current research in the area of consumer marketing covers key theories for understanding and critically analysing the decisions, attitudes, and behaviours of consumers, and their relations to organisations, products, and brands. The course includes discussion of theories of what influences consumers, including cultural, psychological, personal, and social factors addressed from different common marketing perspectives.
There is an emphasis on how the various theories covered in the course contribute to an academic as well as practical understanding of what influences the decisions and behaviours of consumers and organisations in different contexts, and how different types of marketing can have an impact on market relationships.
Progressive specialisation:
A1F (has second‐cycle course/s as entry requirements)
Education level:
Master's level
Admission requirements:
A Bachelor degree in Business Administration as the main area of study, at least 30 ECTS credits in Business Administration at the A1N level or higher, 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
- Master Programme in Marketing: Master (studied during year 2)