EXC 3415 Marketing Management
EXC 3415 Marketing Management
This course introduces you to basic concepts of marketing. The aim of marketing is to create value for customers and to capture value from customers in return. Taking a managers perspective, we discuss the process by which todays companies try to attract and keep the right profitable customers from understanding customer needs, to designing customer-driven marketing strategies and integrated marketing programs, to building customer relationships and capturing value for the firm. Finally, we discuss the trends and forces affecting the marketing function itself.
After finishing the course, students should be able to understand important marketing issues such as understanding of the customer, market segmentation and positioning, branding, pricing, innovation, and marketing implementation.
The students should also be able to apply the acquired knowledge to real-life marketing problems by writing a marketing plan for an existing company and to critically evaluate the marketing strategies employed by real companies in real situations.
Student should critically reflect on marketings role in society as a whole by evaluating the sustainability of a companys marketing actions.
The course covers the following three broad topics:
- Defining marketing and the marketing planning process.
- Understanding the marketplace and consumers.
- Designing a customer-driven strategy and marketing mix.
A more detailed course outline will be published on It's learning and discussed during the first meeting.
The course objectives will be reached through a combination of lectures and students working on assignments.
Coursework requirement
During the course three individual tests will be given of which two need to be passed in order to take the final exam (i.e., the term paper). The term paper can be written individually or in groups of up to 3 students. Further information on the organization of the term paper and the mandatory assignments will be given in class.
Re-sit examination
Students that have not gotten approved the coursework requirements, must re-take the exercises during the next scheduled course.
Students that have not passed the written examination or who wish to improve their grade may re-take the examination in connection with the next scheduled examination.
Higher Education Entrance Qualification.
No particular prerequisites.
| Mandatory coursework | Courseworks given | Courseworks required | Comment coursework |
|---|---|---|---|
| Mandatory | 3 | 2 | In order to take the term paper students must get approved at least two out of three assignments. Students who have not received passing marks for assignments must retake these work requirements during the next scheduled course. |
| Assessments |
|---|
Exam category: Submission Form of assessment: Written submission Weight: 100 Grouping: Group/Individual (1 - 3) Duration: 1 Semester(s) Exam code: EXC34151 Grading scale: ECTS Resit: Examination every semester |
| Activity | Duration | Comment |
|---|---|---|
Teaching | 36 Hour(s) | |
Submission(s) | 4 Hour(s) | Preparation for assignments |
Prepare for teaching | 120 Hour(s) | |
Examination | 40 Hour(s) | Term paper |
A course of 1 ECTS credit corresponds to a workload of 26-30 hours. Therefore a course of 7,5 ECTS credit corresponds to a workload of at least 200 hours.