Learning outcome

The overall aim of the course is to develop knowledge and skills in relation to conditions affecting the demand for products and services, and consequently also an enterprise’s earnings. Marketing focuses on the process of developing an enterprise’s market offerings, as well as their communication and supply to the market. Models, theories and frameworks in the key areas of the marketing profession are tools for implementing development processes.

After successfully completing the course, the candidate will have achieved the following learning outcomes:

The candidate has:

- Knowledge of how market-oriented businesses can develop their market offerings, and how businesses communicate and deliver them to the market

- Gained insight into ethical and environmental challenges related to key issues in marketing

- Knowledge of, and is able to apply key models and theories within:

• Market and customer orientation
• Ethics, the environment and social responsibility: Defensive and offensive strategies
• Segmentation, differentiation and positioning
• Buyer behaviour in consumer and industrial markets
• Relational and dialogue marketing
• Product and service development
• Brand and reputation management
• Distribution channels
• Pricing
• Marketing communication (including, for instance, through social media)
• Planning, organisation, financial analysis and control

Course Description

The following topics will be covered:

- Marketing tasks

- Historical development

- Basic definitions and concepts

- Marketing management and strategic planning

- Buyer behaviour in consumer and industrial markets (needs, wants, supply and demand)

- Segmentation, market analysis and prognoses

- Market strategies

- Product and brand strategies

- Service marketing and quality

- Strategies for pricing, distribution and marketing communication

- International marketing

Teaching and Learning Methods

3-4 hours of lectures per week during the autumn semester.

Assessment Methods

Written examination, 4 hours.

Minor adjustments may occur during the academic year, subject to the decision of the Dean