Seminar: Contemporary Topics in Marketing Management

Marketing management is a dynamic area of research. The purpose of this seminar is to provide BSc students with a fundamental understanding of contemporary topics and developments in marketing management, focusing on the latest research, business, and societal developments.

Students are expected to explore and read about relevant topics, thus adding to the richness of the course content and learning. They are offered opportunities to examine relevant and substantive topics in the areas of brand management, product management, marketing & technology, marketing & organization, marketing & ethics, and marketing & growth and in this manner widen the basic understanding of the marketing management discipline. This could incluce topics such as subsequent brand extensions, category creation, augmented reality, marketing & voice assistants, branding in the metaverse, brand storytelling, second hand products, product wrapping, and many more.

A formal paper will be written by each student on one specific contemporary marketing management topic (a selection out of around 30 topics) and the individual results will be presented at the end of the seminar. This broadens the student’s perspective in a wide array of marketing management topics and provides a great opportunity for participating in the course and for encouraging mutual learning. The learning process will be accompanied with two individual Microsoft Team meetings with the lecturer.

• Know more about contemporary topics in marketing,
• Learn how to do a literature research on selected marketing topics,
• Understand how to select and prioritize knowledge and insights,
• Learn about academic writing,
• Learn how to present selected insights on marketing topics,
• Learn how to transfer research insights into practical implications, and
• Learn how academic knowledge can inform decisions in marketing practice.