Introduction to Marketing

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
- Innovation and Product Management
- Brand Management
- Pricing
- Communication Management
- Sales Management
- Marketing in the Age of Artificial Intelligence

Course leader

Johannes Hattula - Department of Marketing

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.

Course aim

Describe the role of the marketer and the marketer's contribution to the direction of the organisation and society at large.

Appreciate that the key to successful marketing starts with an effective analysis of the market environment and to use the necessary tools and concepts to undertake such an analysis.

Develop coherent marketing strategies that provide relevant differentiation and that result in sustainable competitive advantage and in more value for both the customer and the company.

Identify marketing problems in business situations using marketing research.

Develop an understanding how new advances in the market environment can provide benefits for marketing (e.g., practical application of artificial intelligence).

Critically evaluate the marketing perspective in business.