Marketing

Introduction

Marketing is a central part of value creation in organizations. The discipline helps connect an understanding of markets, customers and other stakeholders with choices that influence competitiveness and long term development. In this course, students work with key marketing tasks such as situation analysis, target groups, value propositions and strategic priorities. Through project work and an integrated marketing simulation, students gain experience in translating analysis into decisions, tracking developments in a changing market, and reflecting on how different choices affect outcomes for the organization and its surroundings.

Course content

• Marketing as part of organizational value creation and strategic development
• Analysis of markets, competition and stakeholders, including societal and sustainability related conditions as a basis for strategic choices
• Development of value propositions and product solutions tailored to different target groups
• Strategic decisions related to pricing and profitability
• Selection of distribution solutions and channels in response to markets and customers
• Marketing communication as a strategic instrument
• Interaction between product, price, distribution and communication in an integrated marketing strategy
• Use of artificial intelligence as support for analysis, insight and strategic assessment

Disclaimer

This is an excerpt from the complete course description for the course. If you are an active student at BI, you can find the complete course descriptions with information on eg. learning goals, learning process, curriculum and exam at portal.bi.no. We reserve the right to make changes to this description.