Core courses

Consumer Behaviour 

This course helps you understand the main target of every business: consumers. You are introduced to the psychology of perception, influence and decision-making, and you will learn how society, culture and personality influence consumer behaviour. 

Consumer Marketing Research 

In this course you study the main marketing research approaches for understanding consumers. You learn how to measure and analyse consumer preferences, attitudes and choices, and to understand how marketing variables affect consumer behaviour. There is a strong emphasis on the application and practical value of research methods. 

Marketing Strategy  

The ultimate goal of marketing strategy is to achieve and maintain a viable strategic fit between the organisation and its changing environment. Three courses provide you with the relevant knowledge. Marketing strategy encompasses the formulation and implementation of goals, target markets, positioning, and product launches. In this course you develop an in-depth understanding of the frameworks and concepts that form the foundation for marketing strategy. You also develop skills needed to apply this knowledge to strategic choices in actual markets. 

Marketing Strategy Research 

This course presents the main marketing research approaches for supporting strategic marketing decisions. These include techniques that let you predict effects of pricing and other tactics, and statistical tools for market segmentation and product positioning.

Marketing Thesis Proposal 

This course provides you with tips and guidelines for writing your thesis proposal. We show you how to structure the proposal and ask you to write a first draft, towards a smooth transition to the actual thesis work later in the year.