SFBE51107 Introduction to Marketing (Autumn 2009)

The course is connected to the following study programs

Obligatory in the bachelor programme International Communication (3^rd semester).

Prerequisites

None apart from general entry requirements.

Lecture Semester

Autumn 2009

Content

The planning process in strategic marketing: the vision and strategic goals of the firm 

• SWOT analysis
• Analysis of market potential
• Market segmentation
• Choice of marketing strategy
• Positioning and relation building
• The marketing mix: product, price, distribution and communication
• Social responsibility and marketing ethics
• E-marketing
• Marketing on the consumer and business markets
• Service marketing
• Market research

Forms of teaching and learning

Lectures, group work and tutorials. The course is taught in English.

Practical training/internship

None

Coursework requirements - conditions for taking the exam

Two assignments (group work) must be approved before signing up for the examination.

Examination

A 4-hour individual written examination. Students answer either in Norwegian or English. Grading scale: A-F. No aids permitted.

Literature

Armstrong, Gary & Philip Kotler (2007). Marketing: An Introduction. 8^th ed. Upper Saddle River, N.J.: Pearson/Prentice Hall. 656 pages.