Informations

Descriptif

This course contributes to developing a deep understanding of contemporary issues in modern marketing, and the development of strategic perspectives based on a solid and critical understanding of foundations and techniques in modern marketing. ln this course, we aim to challenge the conventional marketing thought, and rethink the central tenets of marketing, astraditional marketing undergoes substantial changes and emerging trends. Students will develop an analytical and critical understanding of marketing systems and practices predicated on the issues of marketplace power relations, such as consumer power and empowerment, impact of consumer resistance and anti-consumption, critical approach to sustainable and green consumption and marketing, social marketing, and new market research techniques, and critical and ethical issues in branding and communication.

Modalités pratiques

Examen