Introduction to Marketing

Description

Marketing's role in modern businesses Market and situation analysis, as well as methods for the analysis of industries and their development Gathering of market information from secondary databases/sources Buyer behaviour in the B2B market Buyer behaviour in the B2C market Market orientation, customer value, satisfaction and loyalty Segmentation and positioning Branding and brand equity Product development and strategy Marketing channels and distribution strategy Pricing strategy Promotional and communication strategy Digital marketing The service process Planning and control The aim and purpose of this course is achieved through lectures, student studies of video material as a supplement to the textbook/articles, as well as project work. The purpose of the lectures is to provide an overview of the course and the requirements for student performance and learning objectives. Textbook, videos and supervision aim to create an understanding of the course's central issues, theories and models. In the project work, the student must, based on a selected company or market-oriented organisation, identify, outline, analyse and solve a specific marketing-related issue using the course's theories and methods. Thus, the project work is pivotal to achieving the course's learning objectives. The project work is supported via supervision. Requirements for the content of the final project report will be announced on the course's page on ItsLearning. The project report is to be written individually and handed in at the end of the semester.