Course Objective

The learning objectives of this course are:
- Select appropriate theory from a broad range of marketing and
consumer behavior theories both to understand real-life, more undefined
marketing problems and to design solutions to those problems.
- Communicate and collaborate effectively with an international
cohort of classmates and professionals to design and produce case
solutions or other presentations, provided in English, to both academic
and professional audiences.

Course Content

The course builds on what you have learned in the previous courses
(i.e., Marketing Strategy, Consumer Marketing, and specialization
electives) and you will apply this knowledge to a number of real-life
business cases presented to you by practitioners. You will be exposed to
managerial situations in both strategic and tactical settings and work
on team assignments.

Teaching Methods

Lectures and team assignments

Method of Assessment

Assignments

Recommended background knowledge

Students should be familiar with the contents of the master courses:
- Marketing Strategy
- Consumer Marketing