| Learning objectives |
To achieve the grade 12, students should meet the
following learning objectives with no or only minor mistakes or
errors: Upon successful compeletion of the course, students will
have acquired a more holistic overview of the driving forces
affecting the company’s options on a daily basis – including the
importance of the company’s network, sustainability and
intercultural imperatives.
Furthermore, 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
|
| Course prerequisites |
| English language skills at least at B2 level
(CEFR) |
| Examination |
|
Marketing -
The Essentials and the Trend Drivers:
|
| Exam
ECTS |
7,5 |
| Examination form |
Home assignment - written product |
| Individual or group exam |
Individual exam |
| Size of written product |
Max. 10 pages |
| Assignment type |
Written assignment |
| Duration |
Written product to be submitted on specified date
and time. |
| Grading scale |
7-step scale |
| Examiner(s) |
One internal examiner |
| Exam period |
Winter and Summer |
| Make-up exam/re-exam |
Same examination form as the ordinary
exam
|
|
| Course content and structure |
|
Overall course objective is 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, the
relevance and importance of emerging markets etc.
Highlights of course contents
The course will introduce students to:
-
Tools for understanding and analyzing internal and external
factors influencing the company’s choice of marketing
approach
-
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
-
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
-
Tools for aligning the company’s marketing efforts with
intercultural characteristics of target markets
-
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. |
| Student workload |
| Preparation for class + teaching |
166 hours |
| exam |
40 hours |
|
| Further Information |
|
Changes in course schedule may occur.
Wednesday 8.00-10.35, week 36-41, 43-50. Hold A
Wednesday 10.45-13.20, week 36-41, 43-50. Hold B
|
| Expected literature |
|
Textbooks:
- Hooley/Piercy/Nicoulaud: Marketing Strategy & Competitive
Positioning, 5th Edition, 2012 (Prentice
Hall)
- Ibsen: Real Negotiations, 2014 (Samfundslitteratur)
In addition students are expected to download cases, articles and
slidepacks for individual sessions - uploaded on
Learn.
|
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