MRK 3420 Marketing
MRK 3420 Marketing
Consumers are becoming increasingly aware of today's sustainability challenges and many are drawn to companies that want to contribute to a positive change in the world. At the same time, technology and changes in media habits affect the customer journey, and influence which questions and feelings the customer (actors) develops in the various phases forward towards making a decision. The course will provide the students with central basic competence in marketing and also develop an understanding that marketing must be reflected in clear value communication, by informing, influencing and giving advice that contributes to responsible production and consumption and serves the company, the customer and society.
The course will provide basic competence in key concepts, theories and methods within the marketing subject, as well as develop the student's ability to apply the knowledge to practical marketing problems through the use of simulation tasks.
After completing the course, students must:
- have knowledge of key concepts, theories and methods within the field of marketing
- understand the principles behind developing a marketing strategy to acquire, retain and increase the value of customers
- have knowledge of how ESG factors affect product development and marketing activities
After completing the course, students can
• apply theories and methods to practical marketing challenges
• find, evaluate and use insight and analysis for the development of market strategy
• reflect on how companies can combine sales and marketing of products and services based on sustainable principles
After completing the course, students can communicate and discuss relevant professional issues within marketing based on transparency and openness in everything a marketing department does.
Marketing management
- Marketing as a concept, practice and subject area
- Market orientation and market analysis
- The UN's Sustainability Goals and ESG dimensions
- Legal and ethical framework: The Openness Act
Market and customer insight
- Market and competitor analysis
- Stakeholder and materiality analysis, sustainability reporting
- Segmentation and target group selection
- The customer relationship; the decision-making process and the customer journey
The marketing mix
- Product strategy, innovation and circular principles
- Pricing strategy and customer value
- Distribution strategy, supplier selection and marketing channels
- Communication strategy, storytelling and greenwashing
Marketing strategy
- The business model; How to create, deliver and capture value
- Define goals
- Choice of market position
- Development of the marketing plan
The course is conducted with 40 hours of classroom teaching, including simulation.
Higher Education Entrance Qualification
Disclaimer
Deviations in teaching and exams may occur if external conditions or unforeseen events call for this.
Det kreves ingen spesielle forkunnskaper.
| Assessments |
|---|
Exam category: Submission Form of assessment: Submission PDF Exam/hand-in semester: First Semester Weight: 100 Grouping: Group/Individual (1 - 3) Duration: 1 Semester(s) Comment: The exam is delivered at the start of the course and must be submitted after the course has ended. Exam code: MRK 34201 Grading scale: ECTS Resit: Examination every semester |
| Activity | Duration | Comment |
|---|---|---|
Teaching | 40 Hour(s) | |
Student's own work with learning resources | 160 Hour(s) |
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.