AOS121-B Sustainable Marketing Management

This online course covers basic concepts and theories in marketing, with an emphasis on the consumer market.

• 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

Knowledge: The student has a basic understanding of the marketing areas of operation, is familiar with key concepts, theories and methods of marketing, and is familiar with examples of marketing in some firms. The student will furthermore understand 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 and present this so that it sheds light on basic issues in marketing. The student can participate in the solution of simple marketing challenges in practice.

General competence: The student can apply knowledge and skills in marketing, and is able to reflect and think critically about basic marketing problems.