OPEN ENROLMENT

Unboxing marketing: Understanding and leveraging consumer behaviour and market trends

This programme is built on cutting-edge research, providing fresh insights into societal trends, markets, brands, and consumers. These perceptions empower decision-makers to unlock the full potential of their offerings, create markets, and develop products and services.

Lecturer:

Professor Benjamin Hartmann

Study time:

2 days

Language:

Swedish

Price:

16 900 SEK (excl VAT), lunches included

Apply

The market serves as the foundation for all economic activities. To develop and sustain brands that make a difference and matter to both consumers and society, companies, organizations, and entrepreneurs must comprehend the complexity and dynamics of the markets they operate in.

The programme, grounded in the latest research, delivers new and valuable insights into societal trends, markets, brands, and consumers. These perceptions empower decision-makers to realize the full potential of their offerings, create markets, and develop products and services into brands.

 

We explore how, by being curious about your customers, you can generate knowledge that strengthens the development of your business and brands. You’ll acquire new methods for designing brand experiences that resonate with consumers. Additionally, you’ll learn why marketing should be a strategic platform for value creation, permeating the activities of your business, rather than a function at the end of the value chain.

Faculty: Benjamin Hartmann

Benjamin Hartmann is a Professor of Business Administration specializing in Marketing at the School of Business, Economics and Law at the University of Gothenburg.

His award-winning research has been featured in top-tier academic journals. In addition to his academic pursuits, Benjamin is a columnist for the marketing magazine Resumé Insikt, where he delves into the latest marketing research and its practical implications.

Benjamin Hartmann also brings valuable insights from his experiences as a marketing consultant.

Target group:

  • Decision-makers in marketing and sales
  • Senior executives in small and medium-sized companies
  • Advertising and communication agencies

 

NB: The programme is delivered in Swedish.

 

DAY 1

• Morning: Trends in Marketing

• Afternoon: Consumer Behaviours

 

DAY 2

• Morning: Creating Markets

• Afternoon: Brand Experience Design – developing products and services for brands by designing brand experiences that resonate with customers and society

Date and place:

May 23-24, 2024 – at the School of Business, Economics and Law

 

Reserve seat

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  • Participant *

  • Billing address *

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General conditions for applying to open-enrolment programmes

Once we receive your application, you will receive a confirmation by e-mail. The confirmation will contain all practical information. We will send you an invoice for the programme fee 14 days before it starts. Should there be too few applications, we reserve the right to cancel the programme. In such case, you will be notified by e-mail.

Cancellation

In case you wish to cancel your application a written cancellation needs to be sent via e-mail. This can be done without cost up to 28 days before programme start. Cancellation within 14-27 days before programme start will be charged with 50% of the programme fee. Cancelling less than 14 days means the entire fee will be charged. In case of cancellation, you are welcome to find a replacement to take your seat.