Course content

Overall aim of the course: The students should be able to analyze relevant situations within marketing, evaluate different solutions, develop plans, and give recommendations to how challenges in business might be solved.

The course aims to provide students with key basic skills through a broad presentation of the marketing discipline, develop students understanding of the topics presented and to develop students ability to apply knowledge in realistic marketing situations. There will also be an emphasis on developing a market-oriented attitude among students. The realization of these objectives means that students at the end of the course should be able to reproduce and explain the theory and solve practical marketing problems.

The course is based on a planning perspective and the goal is to show how to proceed in planning an organization's marketing activities and develop a strategic marketing plan for a company.

Learning outcome

The students should

• Build a portfolio of methods for solving challenges within marketing, innovation and management
• Develop sustainable solutions within the field
• Evaluate different alternatives for relevant challenges
• Make strategically wise solutions
• Present solutions in oral and writing
• Work in groups to develop a joint solution

Knowledge:

• Understand a marketing plan
• Understand marketing's history, traditions, characteristics and place in society.
• Understand what marketing and market orientation entails.
• Understand key issues and methods in marketing.
• Understand the principles for analyzing markets.
• Understand the principles behind the development of a marketing strategy with special focus on distribution-, price, communication, product and brand strategy.
• Understand what affects marketing efficiency and profitability.

Skills:

• Develop a marketing plan
• Master relevant professional tools, techniques and forms of expression
• Give recommendations that enables companies to reach their marketing objectives

General skills:

• Run continuous marketing analyses
• Communicate and present key subject matter, such as theories, issues and solutions both in writing and orally.

Learning methods and activities

- Lectures

- Group work with guiding, discussions, and student presentations

Compulsory assignments

• Compulsory assignment

Specific conditions

Required previous knowledge

Right to study requirements

Course materials

- Mandatory readings will be announced at the start of the semester.

- Presentations and instructions are provided digitally.

Credit reductions