Learning outcome

The course consists of two parts: marketing and events:

Marketing:
The factors that affect demand for products and services, and thus an organization’s income. Marketing focuses on the development of an organization’s market offerings and their communication and supply to the market. Models, theories and frameworks in key areas of marketing constitute the tools for implementing development processes.

After successfully completing the course, the candidate will have achieved the following learning outcomes defined in terms of knowledge, skills and general competence.

Knowledge

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

Events

Knowledge

The candidate has knowledge of:

• The planning and execution of a major sporting event
• The planning processes of an event designed to achieve a successful outcome with emphasis on initiative, planning, implementation and evaluation
  

Skills

The candidate has:

• The ability to collaborate with others in the planning of an event based on quality

General competence

The candidate can:

• Coordinate a major sporting event effectively
• Prepare an evaluation report

Course Description

Marketing

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

Events

Students may choose any type of regularly held event or another type if possible and desirable.

The content of the event should focus on:

• Application processes in relation to finances
• Strategies and planning
• Invitations, marketing, sponsorship, registration, implementation and evaluation

Teaching and Learning Methods

3-4 hours of lectures per week during the autumn semester in marketing. Six hours introduction in events in the autumn, as well as planning in student groups. Lectures related to the execution of events will be given in the spring.

Assessment Methods

Written examination, 4 hours, graded, counts 100 %.

Event execution and report. Pass / fail.

Both parts must receive passing marks in order to receive a passing mark for the course.

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