IRI30017 Introduction to Marketing (Autumn 2017)

The course is connected to the following study programs

Optional course in Bachelor og Engineering, all Study Programmes.

Lecture Semester

5^th semester (fall)

The student's learning outcomes after completing the course

Knowledge

The student:

• has knowledge about marketing your bearings and of product development significance for business development
• can understand consumer, businesses and industry market conditions
• has knowledge of marketing work with an international perspective relevant
• understands the relationship between the consumer, market and industry

Skills

The student:

• can apply appropriate methods of marketing work
• can combine critical and analytical work in relevant project
• can carry out case projects

General competence

The student:

• understands the importance of teamwork

 

Content

- Marketing and its environments
- Customers and their buying behavior
- B2B Buying behavior
- Market segments
- Market information and research
- Product Structure
- Strategic Marketing
- Market planning, management and monitoring
- Product development and market adaptation
- International Marketing

Forms of teaching and learning

Group project work with case based project assignments related the real business or defined by the students themselves. The course lecturer will approve the cases. The project focuses on students independent teamwork and analytical ability.

Practical training/internship

Students are encouaged to assign the real case projects contracted with local business companies.

Coursework requirements - conditions for taking the exam

Two compulsory assignments/subproject reports.
Specifically defined work requirements may be determined in the course curriculum.

Submissions may be required in English whenever international students attend the class or needed.

The lecturer must approve the coursework requirements before the student can take exam.

Examination

Home exam

Individual written home exam with up to 2 days duration: One or two case-based tasks will provide the basis for the preparation and delivery of a written report on 5 pages, accompanied by a presentation of up to 10 pages written in PowerPoint or similar presentation tool that is a summary of the written report.

Individual grading for grade rule A to F.

Examination may take place outside normal examination period.

In case the student takes a new or delayed exam, the lecturer may refine the assignments in cooperation with the sensor. In order to improve the character, the student must submit a new report.

Course evaluation

Continuous evaluation of the teaching during the semester in which evaluation method agreed between the lecture(r) and students.
Written final evaluation of the course.

Literature

Michael Levens (2012) "Marketing: Defined, Explained, Applied, 2 / E" Pearson Education Inc., ISBN-10: 0132177153. ISBN-13: 9780132177153
or
Gary Armstrong, Philip Kotler (2012) "Marketing: An Introduction". Publisher: Pearson Education. Edition: 11th, Eleventh, Paperback 648 pages
ISBN 13: 9780273767183 (978-0-273-76718-3). ISBN: 0273767186 (0-273-76718-6)

It is subject to change or introduction of new textbooks at semester start-up if new or current books come up.

supplement:
MIT Open Courseware, selected MIT courses in "Marketing Management"
http://ocw.mit.edu/courses/sloan-school-of-management/15-812-marketing-management-fall-2002/
http://ocw.mit.edu/courses/sloan-school-of-management/15-810-marketing-management-fall-2004/
http://ocw.mit.edu/courses/sloan-school-of-management/15-810-marketing-management-fall-2010/
http://ocw.mit.edu/courses/sloan-school-of-management/

Handouts lecture notes from international guest speakers and business lectures