BØA116 Introduction to Marketing

Contents and structure

The course introduces the students to marketing theory. The students learn to analyze the market and use models and tools to plan and carry out marketing activities. The course also aims to prepare the students for future professional tools and critically reflect upon the current and future challenges for marketers.

Learning Outcome

Knowledge

The candidate has:

• broad knowledge of the main topics, theories, issues, processes, tools, and methods concerning how organizations:

  • plan, organize, and control their market offerings
  • analyze the market and the consumer behavior
  • target and position themself in a market
  • adjust and use the marketing mix
• knowledge of recent and future marketing research issues
• knowledge of the history, traditions, distinctive character, and place in society of the academic field

Skills

The candidate can:

• analyze and discuss practical problems in light of marketing theory and models, and make well-founded choices
• find, evaluate and refer to information and scholarly subject matter and present it in a manner that sheds light on the problem
• master relevant scholarly tools and techniques

General competence

The candidate:

• has the ability to critically reflect upon the use of theories and models to handle the challenges marketers faces
• can communicate and discuss marketing theory, models, and analyzes both written and orally
• can reflect upon ethical, environmental, and legal issues in marketing
• is familiar with new thinking and innovation processes from a marketing perspective

Entry requirements

None

Teaching methods

Lectures, self-study, group work, discussions, student peer review, and solving cases.

Compulsory learning activities

Up to three assignments, where at least one is individual, and one is a written paper in groups.

Assessment

Home exam, for three days in groups of 2-3 students.

Grade A-F, where F corresponds to fail.

Examination support material

All

More about examination support material