Main subject areas
The market and target groups
The main subject area Market and target groups is concerned with the characteristics of the consumer market, professional and international markets, and how these can be divided into target groups.
Psychology and buying behaviour
The main subject area Psychology and buying behaviour covers how psychological, social and cultural factors influence buying behaviour in the consumer market, and how cultural conditions influence buying behaviour in professional and international markets.
Situation analysis and market information
Marketing and management 1
The main subject area Situation analysis and market information is concerned with mapping out and analyzing the organizations' internal and external working conditions. It also covers how different methods are used for gathering information.
Marketing and management 2
The main subject area Situation analysis and market information is concerned with the use of Situation and Competition Analyses as grounds for decision-making for goal-setting and strategies. Central to this main subject area is designing and use of market surveys.
Means of competition
Marketing and management 1
The main subject area Means of competition is concerned with the use of competitive means, product, price, distribution and market communication within the consumer market. Important aspects of this main subject area are found in the product concept, methods for establishing prices, different forms of communication and how a product can be made accessible or available to the market.
Marketing and management 2
The main subject area Means of competition is concerned with how product, price, distribution and market communication can be used as an aid to improving competition factors in the consumer market. Central aspects of this main subject area are brand name creation, establishing prices, distribution strategies and communications strategies.
Organization and management
The main subject area Organization and management is concerned with how organizations are built up. This main subject area also covers analysis of corporate culture and measures that a manager can initiate to develop an organization's corporate culture.
Human Resources development and management
The main subject area Human Resources development and management is concerned with the meaning of human resources in an organization. This main subject area also discusses personnel issues and managerial work within an organization.
Market strategy and market planning
The main subject area Market strategy and market planning is concerned with strategic thinking and planning directed toward the consumer market.
Ethics and social responsibilities
The main subject area Ethics and social responsibilities is concerned with the social responsibility of organizations, from an ethical and business perspective. The relationship between social responsibility and an organization's reputation is also an important theme in this main subject area.
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