2284.23 - Marketing

2284.23

Marketing

7.5

Pass grade in Mathematics B at the upper secondary level.

To provide students with an introduction to marketing principles that enables them to describe, analyse and evaluate 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 understanding of how companies use marketing through both theory and cases.

Classes will be used for short lectures, debates, exercises, and student presentations.

When the course is finished, the student should be able 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

A three-hour open book written exam. Students may have access to the internet during the examination. Students are required to pass a group assignment prior to the exam.

External

7-

The course reading list will be made available at the department

Herit Vivi Bentsdóttir Albinus