SFBE51107 Introduction to Marketing (Autumn 2011)
Facts about the course
- ECTS Credits:
- 10
- Responsible department:
- Faculty of Business, Languages, and Social Sciences
- Teaching language:
- English
- Duration:
- ½ year
The course is connected to the following study programs
Mandatory course in the bachelor programme International Communication
Mandatory course in the bachelor programme Innovation and Project Management
Lecture Semester
Bachelor in International Communication: 3rd semester (autumn)
Bachelor in Innovation and Project Management: 5th semester (autumn)
The student's learning outcomes after completing the course
At completion of the course the students will have been introduced to strategic marketing and marketing planning. They will have learnt to apply process tools for marketing management directed at different markets and customer groups. They will also have developed an awareness of social responsibility and ethics in the field of marketing. Lastly, they will have practised decision-making and problem solving in strategic marketing planning.
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
- Communication
Other subjects:
- 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.
Coursework requirements - conditions for taking the exam
Two assignments (group work) must be completed and approved before signing up for the exam.
Examination
A 4-hour individual written examination.
No aids permitted. The students may answer either in English or Norwegian. Grading scale: A-F
Course evaluation
The course is evaluated twice each semester, once orally as mid-semester evaluation that takes place in a meeting between student representatives and the programme coordinator and/or the director of studies, and once as written end-of-term evaluation.
Literature
Armstrong, Gary & Philip Kotler (2007), Marketing: An Introduction. 8th ed. Upper Saddle River, N.J.: Pearson/Prentice Hall. 656 pages.