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BØK250_3

Marketing

This is the study programme for 2019/2020. It is subject to change.


The course covers the following broad topics:
  • Development of marketing strategies and plans
  • Segmentation and targeting
  • Positioning and differentiation
  • Consumer behavior
  • Product- and branding strategies
  • Marketing of services
  • Pricing strategies
  • Distribution, channels, and logistics
  • Marketing communication

Learning outcome

Knowledge
After completion of the course students should:
  • Have a basic understanding and knowledge about marketing
  • Know the key strategic challenges that marketers face
  • Be familiar with key concepts, models and theories in marketing

Skills
After completion of the course student should:
  • Be able to use theoretical concepts as a framework for analysis
  • Be able to plan and evaluate various market initiatives
  • Be able to demonstrate the ability to see different parts of the curriculum in a context
  • Be able to apply scientific terminology in the description of a company's marketing efforts

General competence
After completion of the course student should:
  • Be able to ask critical questions and to reflect on central assumptions in marketing as academic discipline.

Contents

The course will focus on the following technical areas:
  • Development of marketing strategies and plans
  • Segmentation and targeting
  • Positioning and differentiation
  • Consumer behavior
  • Product- and branding strategies
  • Marketing of services
  • Pricing strategies
  • Distribution, channels, and logistics
  • Marketing communication

Required prerequisite knowledge

None.

Exam

Weight Duration Marks Aid
Written exam1/15 hoursA - FNone permitted

Coursework requirements

Multiple choice
In order to take the exam, students must get approved at least two out of three MC tests. Information in Canvas.

Course teacher(s)

Course teacher
Auke Hunneman , Elham Ghazimatin
Course coordinator
Kenneth Henning Wathne

Method of work

The course is a combination of lectures, assignments and self-study. It is essential that students are well prepared for the lectures, and it is expected that the students read the relevant part of the curriculum for each lecture. Active participation in class is assumed. The lecturer will consider various pedagogic combinations of lectures and self-study on the basis of the academic progress and activity in the lectures. The lecture plan is subject to change at short notice.
The total work load in this cours is estimated to 250-300 hours.

Overlapping courses

Course Reduction (SP)
Marketing mangement (BØK250_2) 10
Strategy and marketing (BØK250_1) 10
Service marketing (BRL250_1) 10
Marketing (BRL250_2) 10
Marketing (BRL240_1) 10
Marketing (BRL110_1) 10
Introduction to strategy and marketing (BØK150_1) 10
Marketing management (BHO270_1) 10

Open to

Accounting and Auditing - Bachelor's Degree Programme
Business Administration - Bachelor's Degree Programme

Course assessment

Student evaluation will be carried out in accordance with the UiS Business School's evaluation system.

Literature

Philip Kotler & Gary Armstrong (2018) Principles of Marketing, 17th International edition. Boston: Pearson Education.
Adjustments to the syllabus can be made. Final syllabus will be available at the start of the course.


This is the study programme for 2019/2020. It is subject to change.

Sist oppdatert: 23.11.2019

History