364-1013-06L Marketing Theory
|Semester||Autumn Semester 2021|
|Lecturers||F. von Wangenheim|
|Periodicity||two-yearly recurring course|
|Language of instruction||English|
|Comment||Number of participants limited to 18.|
|Abstract||The course is taught Florian Wangenheim (ETHZ)|
It focuses on the theoretical foundations of marketing and marketing research.
|Objective||The purpose of the course is to confront students with current theoretical thinking in marketing, and currently used theories for understanding and explaining buyer and customer behavior in reponse to marketing action.|
|Content||In the first class, current understanding of the marketing literature and marketing thought is discussed. |
In the following classes, various theories are discussed, particularly in light of their importance for marketing. Economic, pschological and sociological theory will be related to current marketing thought.