MF-102 Marketing
- ECTS Credits:
- 7.5
- Responsible department:
- School of Business and Law
- Course Leader:
- Jökull Hafthor Johannesson
- Lecture Semester:
- Spring
- Teaching language:
- English
- Duration:
- 1 term
The course is connected to the following study programs
- Bachelor's Programme in Marketing and Management
- Bachelor's Programme in Business Administration
- Master's Programme in Business Administration (5 years)
Teaching language
EnglishCourse contents
This is an introductory course, which will emphasize basic understanding of consumer and industrial markets (B2C and B2B), product and services marketing from the historical, corporate and international perspectives. The students will critically reflect on how one gathers, and performs, analysis of market information regarding key market agents, relevant buyer behavior and how this is used in the development and communication of market strategies. Key areas include segmentation, choice of target markets, product development, branding, pricing, communication in traditional and digital media as well as choice of marketing channels. The course should enable the students to develop market plans for real products.
Learning outcomes
Upon successful completion of this course the student should:
-
be capable of identifying marketing as an academic discipline in business studies and in contemporary business schools
-
know the fundamental perspectives on marketing
-
be capable of explicating the historical developments of marketing
-
know the key concepts, definitions and models in marketing
-
be able to identify the main ethical dilemmas related to marketing activities
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be able to recognize fundamental buyer behavior in consumer and industrial market
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be able to use the processes of market segmentation, target marketing and market positioning
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be familiar with the basic processes in marketing research
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be able to apply the models for the development and introduction of new products and services
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be familiar with the value chain
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be able to recognize the key models used in pricing
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be able to present proposals for different market strategies
Examination requirements
None.
Teaching methods
Lectures, group work and written assignments. Details will be given at the beginning of the semester. Estimated workload is about 200 hours.
Evaluation
The study programme manager, in consultation with the student representative, decides the method of evaluation and whether the courses will have a midterm- or end of term evaluation, see also the Quality System, section 4.1. Information about evaluation method for the course will be posted on Canvas.
Admission for external candidates
No
Assessment methods and criteria
New assessment form decided on 18 Dec 2020 (replaced 3-hour individual written examination): In spring 2021 the examination has two components:
-
Written group assignment counts 50% of the grade. The group as a whole is graded.
-
2-hour written, individual home examination (multiple choice), counts 50% of the grade.
Letter grades.
Reduction of Credits
This course’s contents overlap with the following courses. A reduction of credits will occur if one of these courses is taken in addition:
| Course | Reduction of Credits |
|---|---|
| MF-102 – Marketing | 7.5 |
| MF-900 – Marketing for Craft Industry Businesses | 7.5 |
| MF-100 – Marketing and Business Strategy | 6 |
| MF-1000 – Marketing | 6 |
| MF-1000 – Marketing | 6 |
| MF-1000 – Marketing | 6 |
| MF-1000 – Marketing | 6 |
| MF-904 – Digital markedsføring og kommunikasjon | 2.5 |