Statusmelding

Denne kursbeskrivelsen finnes bare på engelsk.

EXC 3415 Marketing Management

EXC 3415 Marketing Management

Course code: 
EXC 3415
Department: 
Marketing
Credits: 
7.5
Course coordinator: 
Auke Hunneman
Product category: 
Bachelor
Portfolio: 
Bachelor - Core Courses
Semester: 
2019 Autumn
Active status: 
Active
Teaching language: 
English
Course type: 
One semester
Introduction

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 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.   

Learning outcomes - Skills

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.
 

General Competence

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 class.

Teaching and learning activities

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 written exam. 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.

Qualifications

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 categoryWeightInvigilationDurationSupport materialsGroupingComment exam
Exam category:
Submission
Form of assessment:
Written submission
Exam code:
EXC34151
Grading scale:
ECTS
Grading rules:
Internal and external examiner
Resit:
Examination every semester
100Yes3 Hour(s)
  • Bilingual dictionary
  • Monolingual dictionary, English-English
Individual
Exams:
Exam category:Submission
Form of assessment:Written submission
Weight:100
Invigilation:Yes
Grouping (size):Individual
Support materials:
  • Bilingual dictionary
  • Monolingual dictionary, English-English
Duration:3 Hour(s)
Comment:
Exam code:EXC34151
Grading scale:ECTS
Resit:Examination every semester
Type of Assessment: 
Ordinary examination
Total weight: 
100
Workload activityDurationType of durationComment student effort
Teaching36Hour(s)
Submission(s)4Hour(s)Preparation for assignments
Prepare for teaching120Hour(s)
Examination40Hour(s)Term paper
Expected student effort:
Workload activity:Teaching
Duration:36 Hour(s)
Comment:
Workload activity:Submission(s)
Duration:4 Hour(s)
Comment:Preparation for assignments
Workload activity:Prepare for teaching
Duration:120 Hour(s)
Comment:
Workload activity:Examination
Duration:40 Hour(s)
Comment:Term paper
Sum workload: 
200

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.