Applied Statistics (VIÐ1ADF)

The goal of this course is to strengthen the statistics and methodology knowledge of the students to enable them to better understand research methods and research findings. State-of-the-art research will be reviewed and the statistics and methodology required to conduct this research will be discussed. Students will also conduct their own research project in preparation for analytical work in their professional life and their Master’s thesis.

Key elements of marketing (VIÐ0ALF)

This course is specifically designed for individuals aspiring to pursue marketing on a graduate level, but who currently do not meet the prerequisite of having completed a minimum of 12 ECTS credits in marketing during their undergraduate studies. The primary aim of this course is to equip students with a foundational understanding of marketing principles and practices. Key elements of this objective include mastery of core marketing concepts, acquisition of market-oriented thinking, and gain insights into professional marketing practices.

Note that the preparatory course does not count towards the degree and the course is intended solely for marketing students who do not have the required foundational knowledge.

Strategic marketing, value creation and relationship (VIÐ1ACF)

The aim of the course is to provide students with a strong theoretical foundation in marketing, with an emphasis on highlighting the importance of professional marketing practice for the success of organizations. The course focuses on strategic marketing, which fundamentally encompasses market analysis, target market analysis, value creation, and the management of relationships with users of products or services. Particular emphasis is placed on market analysis, targeted marketing activities, value creation, and relationship management. Course assignments (both group-based and individual) are aligned with these core elements and may take the form of several shorter tasks or a single comprehensive real-world project.

Consumer behaviour and marketing practices (VIÐ1AEF)

Understanding consumer behaviour is a fundamental prerequisite for success in marketing practice. Knowledge of consumers’ needs, wants, and decision-making processes, as well as an understanding of how and why consumers think and behave in particular ways, is essential for the development of marketing actions grounded in theoretical and empirical insights into consumer behaviour. Such knowledge supports the development of products and services that align with the needs of target markets, facilitates the analysis and selection of target segments, and forms the basis for marketing communications that are relevant, credible, and capable of capturing consumers’ attention. In this course, students are trained to apply behavioural insights, grounded in theory, to analyse and understand consumer behaviour in a marketing context. Students also gain knowledge of how environments can be designed and leveraged to influence behaviour through choice architecture and nudging. Emphasis is placed on a critical perspective and on ethical considerations related to the application of behavioural science in marketing practice.

Qualitative research methods (VIÐ2A4F)

The goal of the course is to give students insight into qualitative research methods, and their use in gathering and analysing data on the individual and organizational level. Students will be trained in defining a research problems and presenting them in a research question. Students will further plan and execute data gathering and analysing, as well as presenting the findings in a written report. Students will learn about the strengths and weaknesses of qualitative research so as to be able to choose the best method to study a given problem.

Key elements of marketing (VIÐ0ALF)

This course is specifically designed for individuals aspiring to pursue marketing on a graduate level, but who currently do not meet the prerequisite of having completed a minimum of 12 ECTS credits in marketing during their undergraduate studies. The primary aim of this course is to equip students with a foundational understanding of marketing principles and practices. Key elements of this objective include mastery of core marketing concepts, acquisition of market-oriented thinking, and gain insights into professional marketing practices.

Note that the preparatory course does not count towards the degree and the course is intended solely for marketing students who do not have the required foundational knowledge.

Branding (VIÐ2A2F)

Branding is one of the most rapidly developing areas within marketing. The discipline is relatively young and dynamic, and there is no universal consensus regarding the most effective approaches to building and managing strong brands. This course introduces the fundamental principles of brand management

Marketing communication in a digital age (VIÐ2A3F)

In modern marketing, there is no clear division between offline and online media. What matters is the customer journey and how media channels are integrated along that journey. In this course, students learn to create value for customers through integrated media. They work with data to analyze barriers and opportunities and to build strategies aimed at creating competitive advantage. The course is project- and data-driven, emphasizing that students make decisions based on research and available data.