EXC 3415 Marketing Management - RE-SIT-EXAMINATION
The course was taught for the last time in spring 2023. A re-sit examination is offered in autumn 2023 and for the last time in spring 2024. There will be no requirement for approved work requirements to be able to take the re-sit examination when the course is phased out.
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 practices which should enhance long-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 mandatory assignments will be given in class.
After the course has been phased out, there are no longer required to work requirements to take the re-sit exam.
Deviations in teaching and exams may occur if external conditions or unforeseen events call for this.
No particular prerequisites.
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Prepare for teaching
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.