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Courses
Courses
Marketing Management
10 ECTS in Bachelor of Science in Business AdministrationMarketing Management
Marketing Management is the study of marketing from a managerial perspective, and it plays a central part in the decision-making of both private and public companies. Marketing Management belongs to the core area of business studies, and as an integrated managerial discipline, the course is closely related to the remaining courses in the Bachelor's degree programme in Economics and Business Administration. Key subjects in the course are exchanges, transactions and customer relationships. The course is characterised by both a behavioural and a managerial perspective. The managerial perspective relates to how to initiate exchanges and build customer relationships. The behavioural perspective provides the theoretical underpinning for efficient marketing management.
Strategic Brand Management
10 ECTS in Master of Science in MarketingStrategic Brand Management
In today's marketing landscape, brands are the most valuable assets a company possesses. Understanding how to build, manage, and sustain a brand is crucial for gaining a competitive advantage. In an integrated marketing communications and omni-channel environment, creating a strong brand goes beyond developing a successful marketing mix. Brand management encompasses a range of activities, including brand identification, communication, positioning, and portfolio optimisation. Additionally, it involves fostering strong relationships with stakeholders and customers. This course on Strategic Brand Management aims to introduce students to key concepts and theories in brand management while showcasing the latest research advancements in the field. By offering strategic thinking frameworks and practical tools, this course equips students with the skills needed to effectively manage and sustain brands.
Retail & Brand Management
10 ECTS in Bachelor of Science in Business AdministrationRetail & Brand Management
The course introduces students to topics relevant for retail management and brand management. Whereas Marketing Management only scratch the surface of these very important topics, this course aims to dig deeper on these two subjects. The course includes elements that investigate the store as a ‘product’ (e.g., store environment decisions and how to brand a store), but also deals with how a branded manufacturer can market a product/brand through stores (offline as well as online). Branding, in addition to retailing, continues outside the store arena, and so will the course by discussing the art of marketing a brand, new age of branding (including SoMe, influencer and VR) and sustainability of branding.
Seminars
Seminars
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