SFBE51107 Innføring i markedsføring (Høst 2013)

Emnet er tilknyttet følgende studieprogram

Mandatory course in the bachelor programme International Communication Mandatory course in the bachelor programme Innovation and Project Management.

Undervisningssemester

Bachelor in International Communication: 3^rd semester (autumn)
Bachelor in Innovation and Project Management: 5^th semester (autumn)

Studentens læringsutbytte etter bestått emne

KNOWLEDGE
At completion of the course the students have been introduced to strategic marketing and marketing planning. They will also have developed an awareness of social responsibility and ethics in the field of marketing.

SKILLS
The students have learnt to apply process tools for marketing management directed at different markets and customer groups. They will have practised decision-making and problem solving in strategic marketing planning.

GENERAL COMPETENCE
The students have basic knowledge of and skills in marketing.

Innhold

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

• Marketing for nonprofit organizations

• E-marketing

• Marketing on the consumer and business markets

• Service marketing

• Market research

Undervisnings- og læringsformer

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

Arbeidsomfang

The course will give the student apprixmately 280 hours of work.

Arbeidskrav - vilkår for å avlegge eksamen

A written assignment (group work) must be completed and approved before signing up for the exam.

Eksamen

A 4-hour individual written examination.
Aids allowed: Mother tongue - English dictionary.

The students may answer either in English or Norwegian. Grading scale: A-F.

Evaluering av emnet

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.

Litteratur

 

Litteraturen oppdatert 27. juni 2013.

Obligatory:
Marrketing: An Introduction, Gary Armstrong, Philip Kotler, Michael Harker, Ross Brennan, Financial Times Prentice Hall; 2nd Revised edition (12. Juli 2012), ISBN-10: 0273762605, ISBN-13: 978-0273762607, 640 s.

Material handed out during the course.

Supplementary:
Carson, Siri Granum & Norunn Kosberg (2003), Etisk forretning. Bedriftens samfunnsansvar. Oslo: Cappelen Akademisk Forlag. 180 pages.

A reading list with suggestions about what to read for the assignment and as supplementary literature for the exam will be made available via Fronter.