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BØK250_3

Marketing

This is the study programme for 2020/2021.


This course is designed to provide students with a broad but deep understanding of the principles of marketing. In this course, there is a focus on various concepts, theories, and frameworks that comprise marketing management. Besides theoretical knowledge, students are also exposed to their applications in practice. The knowledge students gain in this course will give them a clear understating of marketing functions and how firms today employ marketing tools and techniques to gain a competitive edge.

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

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 will follow in Canvas.

Course teacher(s)

Course teacher
Elham Ghazimatin

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 academic progress and activity in the lectures. The lecture plan is subject to change at short notice.
The total workload of this course is estimated to be 250-300 hours.
  1. Lectures: 40 hours
  2. Tutorials and individual assignments: 120 hours
  3. Independent study of course materials: 120 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

The students will be given the opportunity to give feedback on the course in an early dialogue and a written course evaluation at the end of the course. 

Literature


Link to reading list


This is the study programme for 2020/2021.

Sist oppdatert: 03.08.2020

History