Introduction to Marketing

About

This course provides an introduction to the marketing function of the organisation. Identifying and meeting the needs of clients and customer groups is critical to achieving organisational goals. This course provides an overview of the theories and principles of marketing, which are supported by marketing science. The focus is on how organisations identify the needs of their target markets, understand the buying behaviour of their target markets, and develop a marketing mix to satisfy the needs and wants of these markets. While the course has a theoretical base that is underpinned by a marketing science approach, practical application of the concepts of marketing is an essential element.

The module will cover topics such as:

Marketing Environment, Marketing Goals, and Marketing Strategy
Market Segmentation, Targeting, and Positioning
Marketing Research
Product and Innovation Management
Brand Management
Pricing
Communication Management
Sales Management
Marketing in the Age of Artificial Intelligence

Course leader

Johannes Hattula

Target group

This is a bachelor level course. CBS Summer University courses at Copenhagen Business School is open to all and welcomes domestic and international students as well as professionals.

Fee info