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Marketing Theory 7,5 Credits

Course Contents

This course aims to develop fundamental knowledge of and about marketing as a field of study and provoke critical thinking about the field. Rather than providing normative best practices of marketing, the course will train students to abstract an empirical phenomenon by considering theoretical foundations and current status of thinking on topics central to the marketing discipline. The course content is designed to combine theoretical readings, intellectual discussions and writing to examine and elaborate on the complexity of marketing theory, including alternative perspectives, and critical insights. It will start debating on the very nature of marketing theory by investigating on its historical roots. It will explore different disciplinary perspectives dominating today´s marketing thoughts. It will also delve into the sub-disciplines, including evolving marketing theories and approaches.
The course will put particular emphasis on critical thinking. It is thereby required that students will take full responsibility of the readings and are asked to present their own view on marketing theory through thorough discussions and compelling argumentations. Course dynamics will be rather interactive, including full active participation during both lectures, seminars and group work.
Assessment will be continuous and is carried out throughout the different course activities. Each assessment task is weighted in relation to its importance in the overall assessment of the course. The student’s results from the different assessment tasks are added up to a total course score that will then translate into the final grade for the course.

Connection to Research and Practice
The course Marketing Theory provides a broad overview of different theoretical domains and perspectives in marketing. It thereby provides students with a reflective mindset to observe and analyze real-world marketing practice.
It also provides an introduction for master students to the variety of views on marketing represented in JIBS’ academic research, their differences, commonalities and relationships. It thereby connects to a range of JIBS’ focus areas and guiding principles including Ethics and responsible marketing, Internationalization, Marketing Innovation and renewal to mention a few.


Bachelor's degree in Business Administration

Level of Education: Master
Course code/Ladok code: JMVR20
The course is conducted at: Jönköping International Business School

Upcoming course occasions

Type of course
Study type
Autumn 2024: Aug 19 - Oct 27
Rate of Study
Course coordinator
Lucia Pizzichini
Lucia Pizzichini
Tuition fees do NOT apply for EU/EEA citizens or exchange students
Application code
Last modified 2024-05-22 07:36:21