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2010/2011  BA-3MET  Marketing – The Essentials and the Trend Drivers

English Title
Marketing – The Essentials and the Trend Drivers

Course Information

Language English
Point 7,5 ECTS (225 SAT)
Type Elective
Level Bachelor
Duration One Semester
Course Period Spring
Time Table Please see course schedule at e-Campus
Study Board
Study Board for BSc og MSc in Business, Language and Culture, BSc
Course Coordinator
Robert Ibsen
Main Category of the Course
  • Marketing
  • Supply Chain Management and Logistics
  • Language and Intercultural Studies

Taught under Open University-Taught under open university.
Last updated on 29 maj 2012
Learning Objectives
Upon successful compeletion of the course, students will be able to:
 Analyze a company’s situation and challenges, internal as well as external, in relation to its current and future marketing efforts – using relevant tools and frameworks for such analyses
 Identify relevant overall marketing options for the company while considering implications for the company, its network and supply chain
 Propose viable marketing strategies solidly aligned with the imperatives identified through analyses of all relevant factors
 Understand the increasing importance of various driving forces in the market place, such as a focus on sustainability and CSR, intercultural differences etc. and how these drivers impact on company options
 Apply their insight in order to develop a general-type marketing strategy for a company addressing and incorporating the above issues
English language skills at least at B2 level (CEFR)
Individual written assignment
Exam Period May/June
Individual written assignment (max. 8 standard pages), written over over a period of one week, all aids allowed. The assignment will consist of a case with questions and will be graded by the teacher according to 7-grade scale.
Prerequisites for Attending the Exam
Course Content

Overall course objectiveis to introduce students to the basics of Marketing as well as the wider context for a company’s marketing efforts. The course will introduce students to a combination of

1) the Essentials of Marketing

2) the wider business context in which Marketing Management must navigate.

The course will focus on introducing students, in fairly equal measure, to BtB and BtC markets and the factors influencing both markets, i.e. the driving forces affecting the company’s options in the marketplace, such as shifting consumer preferences and the need for continuous innovation, social responsibility etc.

Highlights of course contents

The course will introduce students to:

Ø Tools for understanding and analyzing internal and external factors influencing the company’s choice of marketing approach

Ø The relevance and difficulties of designing best fit between the company’s overall strategies and choice of marketing strategies, i.e. the strategic role of marketing for the company

Ø The importance of aligning marketing efforts with the company’s overall supply chain considerations - i.e. the company’s marketing efforts in a wider perspective

Ø Tools for aligning the company’s marketing efforts with intercultural characteristics of target markets

Ø The basics of relationship management in a corporate perspective, i.e. the importance of understanding the company’s role and impact in its networks and how the company can optimize on its marketing efforts through such relations

Teaching Methods
The course consists of a combination of lectures, case work, student presentations, discussions and interactive exercises. A total of 24 lessons.

Teaching materials, literature etc. will appear from the course plan handed out at the beginning of the course.

In addition to hand-outs, slidepacks, exercises etc., a textbook choice along the lines of:

Hollensen: Marketing Management, A Relationship Approach. Financial Times/Pitman Publishing. 2010.