Marketing Concepts and Strategies

• Demonstrate an understanding of marketing as a business discipline and value-creating process.
• Demonstrate an understanding of the core concepts, frameworks, and terminology in marketing.
• Be able to apply the fundamental theories and various methods in marketing
• To understand customer needs and marketing’s role in product and business development
• To be able to methodically analyze a market, domestic and international, including the competitive landscape, and choose appropriate marketing strategies and activities
• Demonstrate an understanding of planning and managing marketing offerings
• Understand and apply a holistic ESG mindset in marketing
• Demonstrate a solid comprehension of essential marketing paradigms and of marketing as an integral part of the entire organization.
• Analyze cases and present proposals for the analysis of a concrete problem

Introduction to marketing management: key concepts and nomenclature
Marketing environment analysis (global trends, sustainability, customers, competitors, PESTLE)
Industry and Stakeholder analyses (Porter 5 Forces etc.)
Customer understanding: purchase behavior, value creation and customer experience
Value proposition and product-market fit, particularly in B2B
Core competency and strategy
Market segmentation, targeting, and positioning
Distribution, value chains, pricing strategies
Introduction to marketing research design and methodology
Relationship marketing and communication
Product life cycle and portfolio analysis
Digital marketing
Sustainability as an integral part of marketing

Lectures, discussions, group work, cases, presentations, and self study.

Section of Business Development
Global business engineering : 1. semester
KemiTeknik og International Business: 1. semester