Marketing Theory

The course provides an overview of current research on marketing theory and assumes a holistic approach to understand marketing and its role in contemporary society. Discussions are focused on how current and centrally important marketing theories, concepts, and models, for instance theories about strategic orientation, marketing strategies, branding, and market communication, can be applied and integrated in both research and practice in relation to current complex phenomena, issues, situations, and societal challenges. Among other things, the course describes and problematises how societal challenges linked to for instance digitalisation, business ethics, sustainable development, and diversity are handled in the theory and practice of marketing today. Discussions relate to the levels of society, industries, businesses, and consumers in order to provide a broad understanding of marketing and its effects on different stakeholders. Throughout the course, students are expected to critically examine and apply current marketing research. There is a focus on the practices of academic dialogue and academic writing.