Marketing in Industry Disruptions

This is a Master’s level advanced course that requires applicable higher education studies in the field. Please also check prerequisites.

The study course provides a comprehensive analysis of the key features of industry disruptions and the challenges and opportunities created by the changes from the perspective of marketing management. This is achieved by getting to know and delving deeper into the field's key literature, latest research and case studies. In the course, we learn about changes in different industries and their drivers (e.g. in the contexts of platform, experience, sharing, network and circular economy). We focus on the the change dynamics of industries and highlight related technology and market-oriented innovations, where customer/consumer engagement, value co-creation, and business models frameworks are particularly emphasized.
Key marketing management concepts include market orientation and marketing capabilities, strategic segmentation, stakeholder relations, business networks.