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Foundations of Marketing 7,5 Credits

Course Contents

The course explores the place and impact of marketing in an organizational and societal context. It further deepens understanding of an international and diverse environment and develops abilities to actively anticipate and manage within this dynamic environment. Special emphasis is placed on developing understanding of the environment and its implications for marketing planning. Basic marketing strategies are explored, with emphasis on building marketing strategy through instruments of the marketing mix.
The thread of topics will reflect the nature of the program – emphasizing the sustainability as a key concept to be imbedded in the business – introducing the basics of sustainability and marketing.
The content reflects the various aspects relevant for marketing and include following:
• Macro-marketing and micro-marketing perspective: place, impact and analysis of
marketing and communication to organizations and society;
• Marketing research and consumer behavior;
• Marketing strategies, marketing plan and marketing mix;
• Sustainable marketing;

Connection to Research and Practice

This course explores marketing, marketing models and marketing strategies from a theoretical and practical perspective. The course focuses on the theoretical frameworks of marketing fundamentals and sustainability in business and societal settings. Lectures and seminars are conducted both by faculty and external specialists so that the students gain both theoretical and practical exposure to the topic. The course project gives students opportunity to apply theoretical knowledge and frameworks to understand the marketing environment, create and test product or service concepts and develop appropriate marketing strategy.


General entry requirements and Civics 1b or 1a1 and 1a2, Mathematics 3b or 3c. Or: Civics A, English B, Mathematics C.

Level of Education: Undergraduate
Course code/Ladok code: JFGG11
The course is conducted at: Jönköping International Business School

Previous and ongoing course occasions

Type of course
Study type
Autumn 2023: Aug 21 - Oct 29
Rate of Study
Course coordinator
Brian McCauley
Brian McCauley
Tuition fees do NOT apply for EU/EEA citizens or exchange students
Application code
Last modified 2023-05-29 12:12:15