Knowledge

The student...

has broad knowledge of central themes, theories, issues, processes, tools and methods within the field of marketing and consumer behavior, including current situation analyses, marketing mix, relationship marketing and the customer's decision-making processes and as well as marketing as business philosophy
knows about research and development work related to the discipline of marketing and is able to update its knowledge in the field
has knowledge of the history of the marketing discipline, its characteristics, traditions and role in value creation for society, companies and the individual

Skills

The student...

can apply professional knowledge and relevant results from research and development work to practical and theoretical issues related to analyzes of markets and the customer's decision-making processes and make reasoned choices with regard to tactical and strategic dispositions
can reflect on own professional practice and adjust this under guidance
can identify, assess and refer to relevant subject matter and use this to shed light on a given issue related to the marketing discipline
masters relevant techniques, analyses and can develop strategies and marketing plans

General competence

The student...

has insight into relevant subjects and professional ethical issues related to goods and service transactions, consumption and stimulation to consumption
can plan and carry out varied tasks and projects related to marketing that extend over time, alone or in a group in line with ethical requirements and guidelines
can convey central subject matter such as theories, problems and solutions both in writing, orally and through other relevant forms of expression
can exchange views and experiences with others with a background in marketing and in this way contribute to better practice
knows new thinking and innovation

Subject description MOF2100

Marketing and Consumer Behavior