MF-102 Marketing
- ECTS Credits:
- 7.5
- Responsible department:
- School of Business and Law
- Course Leader:
- Anders Emil Tobias Otterbring
- 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
In this course, the emphasize is on 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 prepares the students to develop market plans for real products.
Learning outcomes
Upon successful completion of this course the student should:
-
know the fundamental perspectives on marketing
-
know the key concepts, definitions, and models in marketing, including the marketing mix
-
be able to recognize fundamental buyer behavior in consumer and industrial markets
-
be able to use the process of segmentation, targeting, and positioning
-
be familiar with various marketing research methods
-
be able to recognize the key models used in pricing
Examination requirements
Approved group assignments. Further information about this will be given in Canvas at the start of the semester.
Teaching methods
Lectures, group work and written assignments. Details will be given in Canvas at the beginning of the semester. Estimated workload is about 200 hours.
Evaluation
The person responsible for the course, 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
3 hour written examination under supervision. Assessment expression: letter grade, A-F.
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 |