YH-program med kursplaner

This course introduces you to the principles and practices of marketing and their role in shaping business and society. You will explore how organisations identify and respond to customer needs, create value, and build lasting relationships in dynamic and competitive environments. The course emphasises the importance of understanding both the organisational and societal context in which marketing decisions are made. You will examine core marketing concepts such as marketing research, segmentation, targeting, positioning, and marketing mix, and how they are integrated into a coherent marketing strategy to reach diverse consumer groups. Through discussions and practical examples, you will analyse how marketing operates across industries and contexts, and how digitalisation and sustainability influence marketing practice today. Throughout the course, you will reflect on the ethical and social dimensions of marketing and their implications for responsible business conduct. By the end of the course, you will understand how marketing strategies are developed and implemented, and you will be able to apply fundamental marketing principles to real-world business situations. The course provides a strong foundation for further studies in marketing, business strategy, and management. <br> **Connection to Research ** The course incorporates the latest theories in marketing, drawing on both mainstream and critical perspectives, and applies them to the marketing actions of organisations in order to develop your ability to critically reflect on the societal, cultural, and ethical implications of marketing. The course covers the renewal of markets and the changes that are evident in consumers and markets. **Connection to Practice ** The course connects theory to practice through the application of marketing concepts and frameworks to real-world cases and contemporary global market situations. This enables you to analyse practical problems, work collaboratively, justify conclusions with evidence, and reflect on the societal, organisational, implications of marketing practices in contexts characterised by uncertainty. **Connection to Ethics, Responsibility, Sustainability (ERS) ** Ethics, responsibility and sustainability are embedded in the course content and course activities, recognising how these issues impact marketing decisions and marketing activities. The literature addressed in the course highlights ethical, societal, and sustainability-related dimensions of marketing, developing an awareness of professional and ethical responsibilities as an integrated part of their marketing competence.