The course focuses on central theories in marketing.

The course has a theoretical rather than a descriptive and normative character. Rather than proposing best practices of marketing the course focuses on classical and contemporary marketing theories and marketing as a science.

Knowledge and understanding:
1. Describe, compare and critically discuss central theories in marketing;

Skills and abilities:
2. Systematically analyze and synthesize relevant theories in marketing, and to use these to analyze empirical phenomena;

Judgement and approach:
3. Reflect upon and evaluate the significance of marketing theory in society