Course content

The course aims to provide students with key basic skills through a broad presentation of the marketing discipline, develop students understanding of the topics presented and to develop students ability to apply knowledge in realistic marketing situations. There will also be an emphasis on developing a market-oriented attitude among students. The realization of these objectives means that students at the end of the course should be able to reproduce and explain the theory and solve practical marketing problems.

The course is based on a planning perspective and the goal is to show how to proceed in planning an organization's marketing activities and develop a strategic marketing plan for a company.

Learning outcome

Knowledge: Students will acquire the knowledge necessary to understand a marketing plan using the following criteria:

• Understand marketing's history, traditions, characteristics and place in society.
• Understand what marketing and market orientation entails.
• Understand key issues and methods in marketing.
• Understand the principles for analyzing markets.
• Understand the principles behind the development of a marketing strategy with special focus on distribution-, price, communication, product and brand strategy.
• Understand what affects marketing efficiency and profitability.

Skills: The student can master the relevant professional tools, techniques and forms of expression and should be comfortable with interpreting the contents of a marketing plan that addresses the market challenges businesses face. Included in this is to recommend measures that will allow the business to meet it's market objectives.

General skills: The core of the marketing profession is the marketing plan. Markets are constantly changing and require continuous analysis of the market situation in order to develop an effective marketing strategy. Students can also convey key subject matter, such as theories, issues and solutions both in writing and orally.

Learning methods and activities

Lectures, discussion and cases. Mandatory asignment(s).

Compulsory assignments

• Compulsory assignment

Specific conditions

Required previous knowledge

Right to study requirements

Course materials

Required:

Mandatory readings will be announced at the start of the semester.

Credit reductions