The aim of this course was to give me an overview and acquaintance with relevant fundamental terms, theories and models within marketing in a cross-curricular perspective.
Throughout the set of lectures, I gained knowledge of marketing communication and planning, research methods along with related analysis models.
As the final course of the first year of these studies, the course required curriculum from previous courses. The project contained a marketing plan for a fictive magazine company who wished to expand their market to another Nordic country. The strategic and tactical marketing plan included advise for this expansion plus proposals for further research.
- Qualitative and quantitative research
- Target groups
- Competitor analysis
- Business models
- Stakeholder analysis
- Strategic analysis
- PEST analysis
- SWOT analysis
- Value chain
- Customer decision journey
- Competitive strategies
- Market communication
The heavy load of literature did not keep me from reading every page carefully since I found all of the topics very interesting and still do. The course gave a good overview of important reflections and decisions had to be made when working in the media business.
I am aware that this course did not make me an expert of marketing, but it gave me an overview of the topics included and makes it possible for me to work with marketing experts along with contributing.
Period: May and June 2016