Marketing Management

Marketing is a well-defined academic field within the social sciences that has membership organizations including academics and practitioners, dedicated scientific journals, and academic programs offered at all levels (bachelor, master and doctoral). Marketing is a core academic field within any business school and an important element in all study programs.


Marketing is also a core competency in any organization that must compete for customer preferences and for which fulfilling customers’ needs is necessary for long-term profitability and sustainability. Marketing competence is applicable not only to profit-driven companies, but also to nonprofit and public organizations that must fulfill the needs and goals of their target audiences.

The American Marketing Association defines marketing as:

Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

Marketing Management is used to emphasize that the focus of the research group is marketing in a management perspective. This perspective is a natural one, given that the marketing training is offered at a business school and related to other fields of management research such as organizational theory, finance, law, economics, IT, and accounting. Also, by including management in the name, the program is more holistic in terms of research topics, theory, and research methodology.

As competition becomes more global and complex, companies and organizations are in constant need of more scientific and research-based competence to master ever-changing challenges in demand, more international organizations, more demanding financial markets, and the need to innovate as new technologies provide opportunities and threats.

Research Disciplines

The following academic disciplines are represented in the research group: Marketing, Psychology, Sociology, Finance, Statistics, Visual Design and Social Sciences.

Research Partners and Networks

  • Texas Tech University, Rawls College of Business
  • University of Wisconsin at Madison
  • University of Rochester
  • Seattle University
  • Victoria Business School at Wellington NZ
  • International Competence Network of Tourism Management
  • Norwegian Tourism Partners

Current Research Projects

  • Education in the field of sustainable tourism and ecology in Norway and Guatemala
  • VRI 1 Stabbursnatt- næringsutvikling i randsone av verneområder
  • VRI2 - Hemsedalsløftet
  • VRI 3 Buskerud - utvikle sterkere innovasjonskraft/innovasjonsevne og verdiskapning gjennom økt samhandling og bruk av FoU i bedriftene innenfor Hemsedalsløftet i Hemsedal, Velferdsteknologi til aktører i regionen og Leverandørinvolvert innovasjon til Kongsbergindustrien og samspillet mellom disse.
  • Destinasjonsmonitor - Et styringssystem for destinasjoner
  • Reiselivsmonitor - Et nettbasert styringssystem for reiselivets utvikling
  • Økt lønnsomhet og verdiskaping med fokus på internasjonal konkurranseevne