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Purpose |
Central in all marketing is that the value creation is based on
knowledge about customers and about external conditions which influence the customer's demands for a product. This presupposes insight and an understanding of the customer’s attitudes, motives, information search, judgement, and decisions related to purchase of goods and services.
The aim of the course is to give the students an introduction to how the customer thinks, evaluates, and make decisions related to the purchase of different products. Based on knowledge about the consumer, the course aims at giving the students an understanding of the relations between the consumer’s motives, attitudes, and behavior, and the marketing measures a business can implement in order to influence the demand for their own products.
The course shall also give special knowledge of and skill in communication with customers and other stakeholders in different countries. Emphasis is put on understanding the marketing communication tools, how they work, and how they should be adapted to the social context. The culture of the target country is focused, but also familiarity with central characteristics of customers, distribution networks, and other partners, in other to develop dialogue, relations and sales.
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Contents |
Basic models for marketing communication
Strategic use of different tools for marketing communication
advertising and sponsorship
sales promotions
personal selling
public relations
direct and interactive marketing
The culture concept and cultural communication differences
Cultural influences on advertising and impersonal tools
Cultural influences on personal and relational communication
A model for consumer decision making
Segmentation
Needs and motives
Perception, learning, and attitudes
Reference groups
The Diffusion- and Adoption process
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Form |
Lectures, discussions, case-work, student self-study of literature, use of course web-site. |
