The course provides an introduction to key concepts, theories and methods, which will subsequently be applied to actual marketing problems in Norwegian and international companies. Ethical challenges are discussed in connection with key thematic areas and make up an integral part of the course.
The lectures will focus on the following topics:
• Marketing as a concept, practice and discipline area
• Subjective quality, satisfaction, explicit and implicit attitudes, customer behaviour and loyalty
• Market analysis
• The strategic basis of marketing
• Choice of category, market segmentation and choice of target groups
• Product and innovation decisions
• Pricing decisions
• Communication planning
• Managing the value chain
• Market planning and monitoring
• Ethics and corporate social responsibility
• Legal framework conditions
The course will give the students knowledge of key concepts, theories and methods in the marketing subject. Furthermore, the students should be able to apply theories and methods to practical marketing problems.
Knowledge - the candidate
- Has broad knowledge of key topics, theories, issues, processes, tools and methods in marketing
- Is familiar with research and development work in marketing
- Is capable of updating his/her knowledge of marketing
- Has knowledge of the history of marketing, and its traditions, distinctive nature and place in society
Skills - the candidate
- Can apply academic knowledge and relevant results from research and development work to practical and theoretical issues and make grounded choices
- Can reflect on his/her own academic performance and adjust it under supervision
- Can find, assess and refer to information and specialist literature and present it in a way that sheds light on an issue
- Masters relevant academic tools, techniques and modes of expression
General competence - the candidate
- Has insight into relevant academic and professional ethics issues
- Can plan and carry out varied work assignments and projects that take place over time, alone and as a member of a group, in line with ethical requirements and guidelines
- Can disseminate key academic material such as theories, issues and solutions both in writing and verbally
- Is capable of exchanging views and experience with others with a background in marketing,
In the first part of the course, the focus is on basic concepts, theories and methods. The first part is taught in the form of plenary lectures, small case exercises as part of the lecture and "question-and-answer" sessions. Then more applied lectures are given where the students will see the relevance of the theory in the first part of the course. The course ends with a mandatory dynamic simulation assignment where they get practical application of the concepts, theories and methods in marketing.
Credit reduction due to overlap
SOL2 is the equivalent to SOL010 and students will not get credit for both courses.
Requirements for course approval
The student has to participate in one experiment and be part of a simulation task (group based, with 3-4 students per group)
There are three forms of assessment in SOL2:
(1) A group-based video presentation, which summarises and reflects on completed simulations in the course (counts for 25% of the grade). Groups must be identical to the ones that carried out the simulation assignment.
(2) A 2 hour school exam: Multiple choice, consisting of 20 questions (counts for 25% of the grade). May be changed into a home exam if the pandemic situation calls for it.
(3) A eight-hour home exam (counts for 50% of the grade). Issued at 8.00 and submitted at 16.00 on the chosen examination day.
RETAKES: Starting in autumn 2020, students will only be able to retake the assessment form in accordance with the new scheme.
Supphellen, M., Thorbjørnsen, H., & Troye, S.V. (2014). Markedsføring: Verdibasert forventningsledelse, Fagbokforlaget.
Some additional papers published at Canvas during the semester.
Kotler, P. & Keller, K.L. (2011), Marketing Management, 14. utg., Prentice-Hall.
- ECTS Credits
- Teaching language
Autumn 2020. Offered autumn 2021.
Professor Leif E. Hem, Department of Strategy and Management.