Course Description

The following topics will be covered:

• Marketing tasks
• Historical development
• Basic definitions and concepts
• Marketing leadership and strategical planning
• Buyer behaviour in the consumer and industrial markets (needs, wishes, requirements and demand)
• Segmentation, market analysis and prognoses
• Market strategies
• Product and brand name strategies
• Marketing of services and service quality
• Strategies for pricing, distribution and market communication

Assessment Methods

Written examination, 4 hours.

Minor adjustments may occur during the academic year, subject to the decision of the Dean