SFBE51114 Introduction to Marketing (Høst 2017)

Emnet er tilknyttet følgende studieprogram

Mandatory course in Bachelor's Programme in International Communication.

Undervisningssemester

Bachelor in International Communication: 3^rd semester (autumn).

Studentens læringsutbytte etter bestått emne

Knowledge
At completion of the course the candidates 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 candidates 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 candidates 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 approximately 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 final exam.

Eksamen

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

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

Evaluering av emnet

The course is evaluated by the students twice each semester and the evaluation is treated by the faculty committee for study quality.

Litteratur

Updated August 9^th 2016.

Obligatory:
Philip Kotler, Gary Armstrong, Principles of Marketing (2015 Global Edition), Pearson Education, ISBN 9781292092485

Material handed out and posted on the learning platform during the course.

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