Institution: VHB ProDok
Date: 6. – 9. Februar 2017
The course focuses on the theoretical foundations of marketing and marketing research. Its purpose is to confront students with current theoretical thinking in marketing, and currently used theories for understanding and explaining buyer and customer behavior in response to marketing action. For this, we will also generally discuss Marketing as a scientific field, the role of theory in advancing marketing science, and the development of marketing research over the past decades. Students will work on theory in general as well as some specific relevant marketing theories.