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 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.
After finishing the course, students should be able to understand and execute important marketing activities such as marketing research, market segmentation and positioning, branding, pricing, innovation, and marketing management. Particular emphasis will be given to sustainable marketing pratices which should enhance lon-term value for both buyers and businesses.
Students should be able to apply the acquired knowledge to real-life marketing problems and to critically evaluate the marketing policies employed by actual companies.
Student should critically reflect on marketing's role in society as a whole by evaluating the sustainability of a company's 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 class.
The course objectives will be reached through a combination of lectures and students working on assignments.
During the course three individual tests will be given of which two need to be passed in order to take the final written exam. Further information on the organization of the term paper and the mandatory assignments will be given in class.
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.|
|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 category||Weight||Invigilation||Duration||Support materials||Grouping||Comment exam|
Form of assessment:
Internal and external examiner
Examination every semester
|Form of assessment:||Written submission|
|Support materials:|| |
|Resit:||Examination every semester|
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.