Utdrag fra kursbeskrivelse

Marketing Management

Introduksjon

This course introduces you to basic concepts of marketing. The aim of marketing is to create value for customers and to capture value from customers in return. Taking a manager's perspective, we discuss the process by which today's companies try to attract and keep the right profitable customers - from understanding customer needs, to designing customer-driven marketing strategies and integrated marketing programs, to building customer relationships and capturing value for the firm. Finally, we discuss the trends and forces affecting the marketing function itself.

Kursets innhold

The course covers the following three broad topics:

  1. Defining marketing and the marketing planning process.
  2. Understanding the marketplace and consumers.
  3. Designing a customer-driven strategy and marketing mix.

A more detailed course outline will be published on It's learning and discussed during the first class.

Forbehold

Dette er et utdrag fra den komplette kursbeskrivelsen for kurset. Dersom du er aktiv student på BI, kan du finne de komplette kursbeskrivelsene med informasjon om bl.a. læringsmål, læreprosess, pensum og eksamen på portal.bi.no. Vi tar forbehold om endringer i denne beskrivelsen.