2284.20 - Marketing

Course number
Upper secondary diploma or equivalent qualification.
To provide students with and understanding of marketing principles. Enabling them to understand, examine, describe, analyse and assess a company’s situation and meet its marketing challenges.
The course provides students with an introduction to how marketing creates value for the firm and the customer. And how marketing-oriented companies capture that value. The course aims to provide students with an in-depth understanding of how companies employee marketing through theory and cases.
Learning and teaching approaches
Classes will be used for short lectures, debates and assignments. Student presentations and submissions will run according to a schedule. Students are advised to take part in regular organised group work as part of their course preparations.
Learning outcomes
Students who successfully complete the course in Marketing as part of a BA/BSc diploma, can demonstrate ability to: • Show an understanding of the basic marketing principles • Describe the market environment and the impact it has on businesses and how this influences their marketing efforts • Explain the consumer behaviour and buyer behaviour of different customers groups • Segment based on different characteristics • Describe customer value and how businesses use this knowledge in marketing • Assess which marketing strategy is best suited to the company • Assess competitive advantages and how companies can best harness these Develop a marketing plan
Assessment method
In order to qualify for the written assignment, the student must pass a mandatory presentation A 10-page written assignment, which is case based with questions and is time based. It has to be handed in no later than 72 hours after the student has been given the assignment questions.
Marking scale
The course reading list will be made available at the department
Jóannes Jacobsen