EXC 3415 Marketing Management

EXC 3415 Marketing Management

Course code: 
EXC 3415
Course coordinator: 
Auke Hunneman
Course name in Norwegian: 
Marketing Management
Product category: 
Bachelor - Core Courses
2017 Autumn
Active status: 
Level of study: 
Teaching language: 
Course type: 
One semester

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 manager’s perspective, we discuss the process by which today’s 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.

Learning outcomes - Knowledge

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.

Learning outcomes - Skills

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.

Learning Outcome - Reflection

Student should critically reflect on marketing’s role in society as a whole by evaluating the sustainability of a company’s marketing actions.

Course content

The course covers the following three broad topics:

  1. Defining marketing and the marketing planning process.
  2. Understanding the marketplace and consumers.
  3. 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.

Learning process and requirements to students

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.

Software tools
No specified computer-based tools are required.
Additional information

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.

Required prerequisite knowledge

No particular prerequisites.

Mandatory courseworkCourseworks givenCourseworks requiredComment coursework
Mandatory32In 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.
Mandatory coursework:
Mandatory coursework:Mandatory
Courseworks given:3
Courseworks required:2
Comment coursework: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.
Exam categoryWeightInvigilationDurationGroupingComment exam
Exam category:
Form of assessment:
Written submission
Exam code:
Grading scale:
Grading rules:
Internal and external examiner
Examination every semester
100No1 Semester(s)Group/Individual (1 - 3)
Exam category:Submission
Form of assessment:Written submission
Grouping (size):Group/Individual (1-3)
Duration:1 Semester(s)
Exam code:EXC34151
Grading scale:ECTS
Resit:Examination every semester
Exam organisation: 
Ordinary examination
Total weight: 
Student workload
36 Hour(s)
4 Hour(s)
Preparation for assignments
Prepare for teaching
120 Hour(s)
40 Hour(s)
Term paper
Sum workload: 

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.