SMF1196F - Marketing - Basic Course


Examination arrangement

Examination arrangement: School exam
Grade: Letters

Evaluation Weighting Duration Grade deviation Examination aids
School exam 100/100 4 hours E

Course content

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. Topics: The course is based on a planning perspective and the goal is to show how to proceed in planing an organization's marketing activities and develop a strategic marketing plan for a company: - Internal and external analyzes - from information to action - Development of corporate targets; vision, mission, core values and management objectives - Market-oriented leadership - Segmentation, positioning and differentiation of the product throughout the product lifecycle - Purchase behaviour, customer satisfaction and values (B2C and B2B) - Product strategy - Distribution strategy - the way to the consumer - Pricing strategy - Sales, communication and digital-marketing strategy - Relationship strategy - Financial implications of marketing decisions - Corporate social responsibility, ethical and issues of sustainability - Service marketing and quality - New market offerings - Marketing High-Tech Products"

Learning outcome

Knowledge: Students will acquire the knowledge necessary to understand a marketing plan using the following criteria: - 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: The student can master the relevant professional tools, techniques and forms of expression and should be comfortable with interpreting the contents of a marketing plan that addresses the market challenges businesses face. Included in this is to recommend measures that will allow the business to meet it's market objectives. General skills: The core of the marketing profession is the marketing plan. Markets are constantly changing and require continuous analysis of the market situation in order to develop an effective marketing strategy. Students can also convey key subject matter, such as theories, issues and solutions both in writing and orally.

Learning methods and activities

Lectures, cases. Mandatory written submission of a case(s) (group submission or individual). The assignment must be passed in order to take the exam.

Compulsory assignments

  • Approved exercises

Further on evaluation

Mandatory: submission of case(s). The compulsory assignment must be passed in order to take the exam. 

Specific conditions

Compulsory activities from previous semester may be approved by the department.

Admission to a programme of study is required:
Business Administration, part-time (BØKLED-F)

Required previous knowledge

Right to study requirements

Course materials

Runar Framnes, Håvard Huse, Arve Pettersen & Hans Mathias Thjømøe (2021), Markedsføringsledelse, Universitetsforlaget, 10. utgave

Credit reductions

Course code Reduction From To
SMF1196 7.5 AUTUMN 2018
SMF2062 5.0 AUTUMN 2018
SMF2062F 5.0 AUTUMN 2018
MRK1001 7.5 AUTUMN 2019
AM101108 7.5 AUTUMN 2019
More on the course



Version: 1
Credits:  7.5 SP
Study level: Foundation courses, level I


Term no.: 1
Teaching semester:  AUTUMN 2021

Language of instruction: Norwegian

Location: Gjøvik

Subject area(s)
  • Economics and Administration
Contact information
Course coordinator: Lecturer(s):

Department with academic responsibility
Department of Industrial Economics and Technology Management


Examination arrangement: School exam

Term Status code Evaluation Weighting Examination aids Date Time Examination system Room *
Autumn ORD School exam 100/100 E 2021-11-30 09:00 INSPERA
Room Building Number of candidates
SL311 orange sone Sluppenvegen 14 1
A-atriet-2/3 (A-160) Ametyst 21
  • * The location (room) for a written examination is published 3 days before examination date. If more than one room is listed, you will find your room at Studentweb.

For more information regarding registration for examination and examination procedures, see "Innsida - Exams"

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