SOL2 Marketing

• Topics

  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

  • Positioning

  • Product and innovation decisions

  • Pricing decisions

  • Communication planning

  • Managing the value chain

  • Market planning and monitoring

  • Ethics and corporate social responsibility

  • Legal framework conditions

• Learning outcome

  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

  • 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
  • Is familiar with how to conduct marketing activities ethically to ensure the company’s interests and social responsibility in addition to promoting the United Nations Sustainable Development Goals

  Skills

  • Can apply academic knowledge and relevant results from research and development work to practical and theoretical issues and make grounded choices
  • Can plan and carry out varied work assignments and projects that take place over time, alone and as a member of a group, that take sustainability into account and are in line with ethical requirements and guidelines
  • 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

  • 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,

• Teaching

  The course is taught through plenary lectures, small case exercises integrated into the lectures, and "question-and-answer" sessions. Additionally, a simulation week is scheduled approximately midway through the semester, allowing students to practice applying what they have learned in a simulation exercise.

• Credit reduction due to overlap

  SOL2 is the equivalent to SOL010 and students will not get credit for both courses.

• Compulsory Activity

  Conduct a simulation exercise and deliver a presentation/report that summarizes and reflects on the completed simulation (groups of 3-4 students).

  Approved mandatory activity (course requirement) is only valid for the semester in which it is completed.

• Assessment

  A group-based take-home exam with a duration of 5 days (counts for 100% of the final grade). The exam is released at 09:00 on Monday of the exam week and must be submitted by 14:00 on Friday. Each group consists of 3-4 students.

  SOL2 does not have an assessment in the non-teaching semester.

• Grading Scale

  A-F

• Literature

  Supphellen, M., Thorbjørnsen, H., & Troye, S.V. (2023). Markedsføring: Verdibasert forventningsledelse, Fagbokforlaget.

  Some additional papers published at Canvas/Leganto during the semester.