Marketing Management

English
MBA 2429
4 Credits

Introduction

Marketing is a science and an art. It accommodates imaginative and analytical processes guided by a company’s overall vision and mission. This said, a successful marketer is the one who is sensitive, creative and strategic. The course of Marketing Management aims to offer a thought-provoking and intellectual fulfilling learning experience through which students are able to tap into and develop their potential of being an artist or/and strategist in marketing. Relevant and up-to-date theories, concepts and practices in marketing will be introduced and discussed in class.

Course content

Understanding Marketing and Identifying Marketing Opportunities
Developing Marketing Segmenting, Targeting, Positioning and Branding Strategies
Designing Marketing Campaigns I (Product, Pricing and Communication Strategies)
Designing Marketing Campaigns II (Placement, Process and People Strategies)

2 of the teaching hours in this course are dedicated to CSR, ethics, social and environmental issues.

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.