Marketing Communication and Research with Scientific Application

The main purpose of Marketing Communication and Research is to deepen the knowledge and understanding of how to analyze and communicate with markets. In the Marketing Communication course, issues concerning how to communicate with markets are discussed both in relation to traditional media, however with a focus on social media. The Marketing Research course focuses on how to gather relevant information upon which marketing decisions can be based. For the Degree work, the students perform independent research resulting in a bachelor thesis. The course is conducted in the form of seminars and consists of planning, implementation, presentation and defense of a major study, and also a critical review of other projects. For each course, the students are required, in small groups, to undertake a field study and to write and present an essay or thesis following academic requirements regarding content, language and form. The aim of the courses is to develop the students’ ability to from an academic approach independently identify, analyze and discuss marketing problems and processes, using both recent marketing research and practice. Furthermore, the aim of the courses is to develop the students’ ability to critically discuss relevant scientific, social and ethical aspects which influence marketing research.