Marketing

Description

About this course: The course covers basic concepts and theories in marketing, with an emphasis on the consumer market. - Marketing, marketing management and marketing planning - Marketing Plan, segmentation, relationships, product concept - Price, marketing communications and marketing network - Brands, brand architecture, brand communication and brand management - The purchasing process, consumer attitudes and buying behavior in businesses - Factors affecting the business, market knowledge Learning outcome: Knowledge: The student - has a basic understanding of the marketing process - are familiar with key concepts, theories and methods of marketing - are familiar with examples of marketing in some firms Skills: The student - can find, assess and refer to information relevant to marketing - can present this so that it sheds light on basic issues in marketing - can participate in the solution of simple marketing challenges in practice General competence: The student - can apply marketing knowledge and skills individually and in cooperation with others - is able to reflect and think critically about basic marketing issues Learning activities: On campus lectures. Group assignments. Self study. Assessment method: 3 hours final written on-campus exam which counts 100% of the grade. Written exam Karakterregel: Letter grades Hjelpemiddelkode: A1 No calculator, no other aids Syllabus: Markedsføring - Verdibasert forventningsledelse av Supphellen, M., Thorbjørnsen, H. og Troye, S. V. (2. utg., 2023) or a similar textbook.