The course offers an introduction to the theory and practice of marketing. Students will learn how and when to use the marketing mix framework to develop marketing strategies. According to the marketing mix framework, firms compete for customers along the lines of product, price, promotion and placement.

In this course, we unpack the strategies that underpin the platform business model, i.e. a business model that creates value by facilitating exchange, collaboration and interaction between several actors. We aim to understand why and how global platform companies have risen to dominate industries and discuss strategies for developing and managing platforms as well as their surrounding ecosystems.

This course introduces key competences, frameworks and methods for designing, implementing and executing strategy.