• Develop deep knowledge about the core idea of marketing and compare its role and importance in business practice in the context of other business functions.
• Reflect on the importance of a strategic approach to European marketing and know the basic approaches to marketing planning.
• Critically assess different marketing strategies and associated digital marketing instruments.
• Analyze, interpret and evaluate relevant marketing data results.
• Apply relevant marketing theories and analytical models, to explain how companies can successfully manage marketing and produce prosperity in a European and globalized environment.
• Identify ethical dilemmas in relation to firms’ marketing-related practices.

This course provides students with an introduction to the core principles, theories, and concepts of marketing, with a special focus on the challenges of companies operating in multiple European and global markets, and thus a greater societal context. Subjects covered include marketing planning and market research; innovation management; managing products and services; branding; managing prices, distribution, and promotion; relationship marketing; use of technology in marketing. The goal of this course is not only to provide an overview of the basic principles of marketing-related activities within firms, but also to demonstrate how an understanding of the wider global context which companies are embedded in influences long-term success.

Philip Kotler, Kevin Lane Keller, Mairead Brady, Malcolm Goodman and Torben Hansen (2024). Marketing Management, 5th ed. Pearson.