ØKB1105 Marketing

Contents and structure

Topics include consumer behavior, competition,segmentation; positioning and differentiation; product, service, and brand strategy, pricing, marketing communication including social media, distribution, marketing analysis, etc.

Learning Outcome

Knowledge:

The Student:

• Can explain basic concepts and theories in segmentation, differentiation, and positioning.
• Can explain basic concepts and central theories in consumer behavior.
• Can explain different principles for product- and service development, branding, marketing channels, pricing, and communication.
• Has knowledge about marketing and customer orientations.
• Has knowledge about ethical and environmental challenges connected to central research questions in marketing.
• Knows about industry marketing and relationship marketing.

Skills:

The Student:

• Can analyze marketing cases based on knowledge and theories in marketing.
• Can apply relevant knowledge and theories to analyze concrete examples or practical real-life marketing problems.
• Can use academic terms in describing and analyzing companies marketing actions.
• Can substantiate suggestions for marketing actions.

 

General Qualifications:

The Student:

• Can demonstrate an ability to see different parts of marketing topics in a holistic way.
• Has acquired a critical and reflective understanding of theories and models to understand and manage challenges faced by marketers.
• Has acquired sufficient academic competence to evaluative different marketing actions.

Entry requirements

None

Recommended previous knowledge

None

Teaching methods

 The teaching will be based on lectures and group work.

Compulsory learning activities

No

Assessment

Part 1 - Individual multiple choice midterm exam, 45 minutes, 33 %

Part 2 - Written group exam (3-5 persons in groups), 48 hours, 67 %

Grade scale A-F for both

Examination support material

Part 1 - No help allowed

Part 2 - All written and printed study aids are allowed

More about examination support material