Marketing Theory

The purpose of this course is to discuss marketing as one of the most dominant institutions and practices in contemporary society. That is, marketing is discussed as a social practice in relation to the market and other collective social systems. Marketing theories are presented and discussed in a critical and interdisciplinary perspective. 

Knowledge:
Students acquire a broad knowledge of theories in marketing. Students gain an analytical comprehension of relations between markets, marketing and society. Students become familiar with different disciplinary perspectives on marketing. 

Skills:
Students are trained in understanding the premises and functioning of various marketing theories, and what are the consequences of applying a particular theoretical approach to a marketing problem. The students obtain an ability to think critically and independently about traditional marketing concepts. 

Competences:
Students achieve the competence to analytically see the relations between the marketing theory applied and the perspective it implies on the constitution of the market. The course gives students the competence to identify, formulate and solve complex marketing problems by use of marketing theory. Such competences help organizations adapt to, and perform marketing processes successfully in the changing cultural and competitive situations in contemporary markets. The students are enabled to reflect critically on the role of marketers in the organization and society. 

The course will introduce marketing theory in various themes:

• 
  Marketing history
• 
  The science of marketing
• 
  Marketing as a business practice
  
• Marketing and consumption practices
  
• Marketing and social mythologies
  
• Marketing and social change
• 
  Marketing and innovation
  
• Marketing and identity
  
• Marketing as a communicative system
• 
  Marketing as an institution
  
• The ethics of marketing
  Postmodernity and marketing
  
• Marketing: art or science? 

• Nick Ellis et al. (2011), Marketing. A Critical Textbook, London: Sage
• Selected articles from Lisa Peñaloza, Nil Toulouse & Luca Visconti, eds., (2012), Marketing Management: A Cultural Perspective, London: Routledge.
  
• A selection of research papers from scientific journals in marketing and consumer behavior.

Scheduled classes:
2 lectures of 2x45 minutes per week in 11 weeks.

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SAT:
Face-to-face teaching: 45 hours.
Compulsory reading: 100 hours.
Study group work: 55 hours.
Participation in e-learning activities: 20 hours.
Preparation for exam: 50 hours.
Total: 270 hours.