Marketing (BØK250)

This course is designed to provide students with a broad but deep understanding of the principles of marketing. The course focuses on various concepts, theories, and frameworks that comprise principles of marketing. Besides theoretical knowledge, students are also exposed to the applications in practice. The knowledge students gain in this course will give them a clear understanding of marketing functions and how companies currently employ marketing tools and techniques to gain a competitive edge.


Course description for study year 2024-2025

Facts

Course code

BØK250

Version

3

Credits (ECTS)

10

Semester tution start

Autumn

Number of semesters

1

Exam semester

Autumn

Language of instruction

English

Offered by
Time table

View course schedule

Content

The course will focus on the following technical areas:

  • Development of marketing strategies and plans
  • Segmentation and targeting
  • Positioning and differentiation
  • Consumer behavior
  • Product and branding strategies
  • Pricing strategies
  • Distribution, channels and logistics
  • Marketing communication
  • Digital marketing
  • Crisis management

Learning outcome

Knowledge

After completion of the course, students should:

  • Have a basic understanding and knowledge of marketing
  • Know the key strategic challenges that marketers face
  • Be familiar with the key concepts, models and theories of marketing

Skills

After completion of the course, students should:

  • Be able to use theoretical concepts as a framework for analysis
  • Be able to plan and evaluate various marketing initiatives
  • Be able to demonstrate the ability to see different parts of the curriculum in a context
  • Be able to apply scientific terminology to describe a company's marketing efforts

Required prerequisite knowledge

None

Exam

Group assignment and home exam

Form of assessment Weight Duration Marks Aid
Home exam 7/10 5 Hours Letter grades
Group assignment 3/10 Letter grades

Group assignment: Students should submit a group assignment comprising 3,000 words (+- 10%). Students can work in groups of 3-5. The group assignment makes up 30% of the final grade. No re-sit.The final home exam makes up 70% of the final grade.

Course teacher(s)

Course teacher:

Elham Ghazimatin

Course coordinator:

Elham Ghazimatin

Course teacher:

Lars Erling Olsen

Study Program Director:

Tarjei Mandt Larsen

Method of work

The course is a combination of lectures, tutorials, assignments and self-study. It is essential that students are well prepared for the lectures and tutorials, and it is expected that students will read the relevant part of the curriculum for each lecture. Active participation in class is assumed. The lecturer will consider various combinations of lectures, tutorials, and self-study on the basis of academic progress and activity in the lectures. The lecture plan is subject to change at short notice.

The total workload of this course is estimated to be 250-300 hours.

  1. Lectures: 40 hours.
  2. Tutorials and group assignments: 120 hours.
  3. Independent study of course materials: 120 hours.

Overlapping courses

Course Reduction (SP)
Marketing mangement (BØK250_2) 10
Strategy and marketing (BØK250_1) 10
Service marketing (BRL250_1) 10
Marketing (BRL250_2) 10
Marketing (BRL240_1) 10
Marketing (BRL110_1) 10
Introduction to strategy and marketing (BØK150_1) 10
Marketing management (BHO270_1) 10

Open for

Business Administration - Bachelor's Degree Programme Økonomi og ledelse - årsstudium

Course assessment

There must be an early dialogue between the course supervisor, the student union representative and the students. The purpose is feedback from the students for changes and adjustments in the course for the current semester.In addition, a digital subject evaluation must be carried out at least every three years. Its purpose is to gather the students experiences with the course.

Literature

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