MRK 3414 Marketing Management
This course is an introduction to marketing management principles. The course addresses how companies organize, communicate and deliver their market offerings, and how companies continuously revise and adjust their market offerings due to the changing dynamics of customer needs and market competition.
Marketing management is about developing and securing revenues and gross profit, and therefore also a strategic subject addressed by senior management. Marketing management is a fundamental part of any modern business education and therefore also a basic course in all BIs bachelor programs.
The marketing plan is the key learning goal in the course. Because the market is in constantly changing companies must continuously analyze the market and develop an overall strategy and a plan for how changes and opportunities will be met. Through the course students will acquire sufficient knowledge and competence to develop a marketing plan, and acknowledge how difficult and important this task is for a company.
The overall learning goal is that the students have acquired sufficient knowledge and competence to develop a marketing plan. The subjects covered are:
- Definition of market orientation and how it affects company performance
- The content of a marketing plan and the process of developing it
- The main principles in marketing management.
- Managing the portfolio of customers:
- Customer strategy
- Managing product portfolio and value delivery
- Products and product category
- Marketing mix
- Product strategy
- Managing the brand portfolio
- Definition of brand and the brand's role
- Brand strategy and management
- Analyzing markets and marketing
Students shall be able to develop a marketing plan that specifies the challenges and opportunities facing the business. The students should be able to demonstrate thorough skills in analysing market and business marketing. This also includes the ability to identify concrete actions for change, communicate them in a convincing way, and prepare an overall estimate for the company's revenues and expenses over several years. Students are required to design this market plan without complete information about the company and the market in which it operates. This means that students must be able to make relevant assumptions based on the available theory and information.
Students are required to design thie markeplan without complet information about the company and the market in which it operates. students should also do some basic assumptions, because there will be some information about the company and market that will not be available in this kind of assignment.
Be aware of the complexity in practice oft marketing management, and a moral consciousness regarding customers interests and general social responsibility.
- Market orientation and market plan
- Developing and managing a customer portfolio
- Developing and managing a product portfolio
- Developing and lmanaging brands
- Segmentation and positioning
- Analysis of the market, competition and marketing
- Financial consequences
- Market planning process
Central in the course is the work with the project paper, and it is expected that the students is working with this throughout the course. The project paper is to prepare a marketing plan for a company. The students will get information about this company in the beginning of the course. In addition to this information it is expected that the students also search for information from open sources on the Internet. The students should also do some basic assumptions, because there will be some information about the company and market that will not be available in this kind of assignment.
At the beginning of the course the students will get information about the time schedule and when different subjects will be lectured. The students will also be informed of the learning outcomes for the course.
The Project paper can be solved individual or in groups of students. The Project paper has to be handed in at the end of the term. Here the students will be able to show their knowledge they have acquired about the subject and developed the reflections about the subject that is required.
Further information about the course outline and eventual exercises during the semester will be given at course start and during the semester.
Students are expected to master the use of spreadsheets (Excel) and word processing. Use of Internet is expected, when students writes the Project paper.
In course delivery as online courses, lecturer will, in collaboration with the student administration, organize an appropriate course implementation, combining different learning activities and digital elements on the learning platform. Online students are also offered a study guide that will contribute to progression and overview. Total recommended time spent for completing the course also applies here.
Higher Education Entrance Qualification.
|Exam category||Weight||Invigilation||Duration||Grouping||Comment exam|
Form of assessment:
Internal and external examiner
Examination when next scheduled course
|100||No||1 Semester(s)||Group/Individual (1 - 3)||The Project paper can be solved individual or in groups of 2-3 students. The project paper shall not exceed 30 pages. It must contain a section which is designed as a management document, and a section that contains a rationale for the choice of measures and expected output. In addition there shall be a section that contains a self-assessment. The project paper should be submitted by the end of the semester.|
|Form of assessment:||Written submission|
|Grouping (size):||Group/Individual (1-3)|
|Comment:||The Project paper can be solved individual or in groups of 2-3 students. The project paper shall not exceed 30 pages. It must contain a section which is designed as a management document, and a section that contains a rationale for the choice of measures and expected output. In addition there shall be a section that contains a self-assessment. The project paper should be submitted by the end of the semester.|
|Resit:||Examination when next scheduled course|
|Workload activity||Duration||Type of duration||Comment student effort|
|Prepare for teaching||80||Hour(s)|
|Group work / Assignments||81||Hour(s)|
|Workload activity:||Prepare for teaching|
|Workload activity:||Group work / Assignments|
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.
|Selnes, Fred; Lanseng, Even||2014||Markedsføringsledelse: med digitale verktøy||Gyldendal akademisk|
|Levitt, Theodore||1960||Marketing Myopia|
|Reinartz, Werner; Kumar, V.||2002||The Mismanagement of Customer Loyalty.|
|Day, George S.; Shocker, Allan D.; Srivastava, Rajendra K.||1979||Customer-Oriented Approaches to Identifying Product-Markets|
|Keller, Kevin Lane; Sternthal, Brian; Tybout, Alice||2002||Three Questions You Need to Ask About Your Brand.|
|Kohli, Ajay K.; Jaworski, Bernard J.||1990||Market Orientation: The Construct, Research Propositions, and Managerial Implications|