AOS121-B Sustainable Marketing Management

This course covers basic concepts and theories in marketing, with an emphasis on the consumer market. Central themes are as follows:

• Marketing, marketing management and marketing planning
• Marketing plan, segmentation, relationships, product concept
• Identification of green values and segments
• Price, marketing communications and marketing network
• Brands, brand architecture, brand communication and brand management
• The purchasing process, consumer attitudes and buying behavior in businesses
• Factors affecting the business, market knowledge

After completing the course, the student will have the following learning outcomes, divided into knowledge, skills, and general competence:

Knowledge

The student

• has a basic understanding of the marketing areas of operation
• is familiar with key concepts, theories and methods of marketing
• is familiar with examples of marketing in some firms
• understands how marketing can contribute to a more sustainable society by creating changes in consumer behavior

Skills

The student

• can find, assess and refer to information relevant to marketing
• can present this so that it sheds light on basic issues in marketing
• can participate in the solution of simple marketing challenges in practice.

General competence

The student

• can apply knowledge and skills in marketing
• is able to reflect and think critically about basic marketing problems