Marketing Research (Master's Programme) (VIÐ1A9F)

The aim of the course is to introduce to students how research methods in marketing can be used to increase the success of organizations and to give them insight into how to work with challenging research questions. The course is also intended to prepare students for working on independent research assignments.
The course is based on working on projects, aiming to build students’ competence in conducting research. Students design a research study and write a research proposal, plan and execute data gathering, analyze the data, present the results in a research report, and finally, present the research and findings in a seminar. In addition to this, students get comprehensive training in various analytical methods commonly used in marketing research. Data will be analyzed using the SPSS (or PSPP) software. Students will also get training in critical assessment of the quality of research and methodology used in various research.

Qualitative research methods (VIÐ184F)

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

Marketing concept and market orientation (VIÐ185F)

The aim of the course is to underline the importance of scientific orientation in marketing and to give an overview of how theoretical and methodological knowledge can be applied to solve marketing problems. Main topics are: Antecedents and consequences of marketing orientation, competitive advantage and the development of market skills, understanding customers and managers, innovation and market intelligence, marketing communication.

Key elements of marketing (VIÐ0ALF)

This course is specifically designed for individuals aspiring to pursue a Master of Science in marketing 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.

Consumer Behaviour (VIÐ192F)

Understanding consumer behaviour and their preferences is crucial for effective marketing. It allows you to optimize marketing strategies, develop successful products and service, helps you to identify appropriate consumers to target and develop communication material that is relevant and successful in getting to your target consumers. All aspects of the marketing plan benefit from an understanding of consumers and with rapid changes of consumer markets today, consumer insight is becoming more important.
The course is based on lectures and assignments. The lectures will focus on both key models of consumer behaviour and also introducing state of the art literature on the subject. Students will complete both individual assignments and group assignments in order to gain deeper knowledge and understanding of consumer behaviour.

E Business and Digital marketing (VIÐ195F)

The digital environment is radically changing the possibilities of marketing communication and how business is conducted. Digital technology has opened countless possibilities in marketing, business implementation has undergone tremendous changes and significant innovation and business model development has taken place.

The course will cover the development and impact of digital technology on  marketing measures and business practices, how digital technology can be used to support other ways of marketing and how it will shape future marketing policies within a global environment. Special emphasis is placed on new opportunities in direct marketing and to increase customer loyalty. Furthermore, the opportunities offered by digital technology to improve work processes as well as to increase efficiency and effectiveness in operations are discussed.

strategy, value chain impact, digital marketing, business relationship management, customer experience, service design and business transformation will be discussed.

Students will gain an understanding of the role and importance of digital marketing in various type of operations, such as private companies, public activities, and voluntary organizations. The course will furthermore cover contemporary issues such as security, website design, globalization, analysis of return on investment and changing consumer lifestyles.

Great emphasis is placed on active participation of students in the course. This is not a technical course, but the emphasis is on students gaining insight into choosing the most suitable digital technology and media to increase competitiveness.

Strategic Marketing (VIÐ299F)

The aim of the course is to introduce students to the concepts and processes for gaining and maintaining competitive advantage in the marketplace.  The course is designed around the marketing strategy process with a clear emphasis on analysis, planning, and implementation.  Marketing strategy is considered from a total business perspective. The course format encourages active participation by students; a mix of lectures, discussions in class, and cases.

Integrated marketing communications (VIÐ270F)

The course is based on the process of integrated marketing communications (IMC), focusing on analysis, goal setting, planning, and performance evaluation. The teaching methods encourage student participation. Lectures, discussions and work on projects. In addition to guest lecturers.

International Marketing (VIÐ271F)

The course is intended to provide students with the knowledge and skills to prepare and implement market expansion abroad and enable them to carry out professional marketing activities in foreign markets.

Through the course, students get a good insight into the opportunities and challenges inherent in the marketing activities of companies in international markets. Among other things, the influence of culture and various factors in the external environment will be discussed. Ways to obtain information about consumers and competitors in different markets will be covered. Students receive good training in analyzing different markets, determining a marketing strategy based on the analysis and designing tactics to implement the strategy.

Brand Management (VIÐ269F)

Branding is one of the issues within marketing which has experienced the most growth. The academic field of branding is young and vibrant, but not all necessarily share view on what ways are the most successful ones to build a good brand. In the course, students will be taught the basics of branding and brand management as well as introduced to the newest literature in the field. Students will gain insights into the influence of brands on consumers’ daily life as well as on the operations of firms. Furthermore, students will be encouraged to apply critical thinking on the perspectives, approaches and tools that can be used in the development of brands, their maintenance and defence.