MRK 3420 Marketing

MRK 3420 Marketing

Course code: 
MRK 3420
Course coordinator: 
Cecilie Staude
Tarje Børsum Gaustad
Course name in Norwegian: 
Product category: 
Bachelor of Marketing Management - Programme Courses
2024 Autumn
Active status: 
Level of study: 
Teaching language: 
Course type: 
One semester

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.

Learning outcomes - Knowledge

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
Learning outcomes - Skills

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

General Competence

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.

Course content

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

Teaching and learning activities

The course is conducted with 40 hours of classroom teaching, including simulation.

Completion as an online course

In the implementation of the course as an online study, the lecturer, in collaboration with the study administration, will organize an appropriate course implementation, with a combination of various learning activities (compulsory work requirements and voluntary submission tasks) and digital elements (introductory videos and webinars) on the learning platform. Online students are also offered a study guide that will contribute to progression and an overview. The total recommended time consumption for completing the course also applies here.

Software tools
No specified computer-based tools are required.

Higher Education Entrance Qualification


Deviations in teaching and exams may occur if external conditions or unforeseen events call for this.

Required prerequisite knowledge

Det kreves ingen spesielle forkunnskaper.

Exam category: 
Form of assessment: 
Submission PDF
Exam/hand-in semester: 
First Semester
Group/Individual (1 - 4)
1 Semester(s)
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: 
Examination every semester
Type of Assessment: 
Ordinary examination
Total weight: 
Student workload
40 Hour(s)
Student's own work with learning resources
160 Hour(s)
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.