Marketing (9 cr)

Evaluation scale

Approved/Rejected

Objective

The course familiarises you with the basic concepts of marketing and gives an overall picture of marketing mix decisions. You know the concepts and tools of customer relationship marketing, understand the factors that influence consumer buying behavior. You apply marketing theoretical studies into different fictive cases.

Content

- Marketing Concept
- Creating Customer Value and Satisfaction
- Strategic Planning and the Marketing Process
- Consumer Markets and Consumer Buying Behavior
- Product and Service Concept
- Product Life-Cycle
- Pricing of Products
- Marketing Communication

Materials

Philip Kotler, Gary Armstrong, 2013 or newer european edition, Principles of Marketing

Teaching methods

Holistic business understanding, marketing competence, global business competence and skills, ethical competence.


The course familiarizes the student with the basic concepts of marketing and gives an overall picture of marketing mix decisions. The student knows the concepts and tools of customer relationship marketing, understands the factors that influence consumer buying behavior. The student applies marketing theoretical studies into different fictive cases.

Core content:

Marketing Concept
Creating Customer Value and Satisfaction
Strategic Planning and the Marketing Process
Consumer Markets and Consumer Buying Behavior
Product and Service ConceptProduct Life-Cycle,
Pricing of Products
Marketing Communication

Student workload

Contact teaching and Group working 50h, Independent study 55h