Marketing (BØK250)
This course is designed to provide students with a broad but deep understanding of the principles of marketing. The course focuses on various concepts, theories, and frameworks that comprise principles of marketing. Besides theoretical knowledge, students are also exposed to the applications in practice. The knowledge students gain in this course will give them a clear understanding of marketing functions and how companies currently employ marketing tools and techniques to gain a competitive edge.
Course description for study year 2023-2024. Please note that changes may occur.
Course code
BØK250
Version
3
Credits (ECTS)
10
Semester tution start
Autumn
Number of semesters
1
Exam semester
Autumn
Language of instruction
English
Content
The course will focus on the following technical areas:
- Development of marketing strategies and plans
- Segmentation and targeting
- Positioning and differentiation
- Consumer behavior
- Product and branding strategies
- Pricing strategies
- Distribution, channels and logistics
- Marketing communication
- Digital marketing
- Crisis management
Learning outcome
Knowledge
After completion of the course, students should:
- Have a basic understanding and knowledge of marketing
- Know the key strategic challenges that marketers face
- Be familiar with the key concepts, models and theories of marketing
Skills
After completion of the course, students should:
- Be able to use theoretical concepts as a framework for analysis
- Be able to plan and evaluate various marketing initiatives
- Be able to demonstrate the ability to see different parts of the curriculum in a context
- Be able to apply scientific terminology to describe a company's marketing efforts
Required prerequisite knowledge
Exam
Group assignment and home exam
| Form of assessment | Weight | Duration | Marks | Aid |
|---|---|---|---|---|
| Home exam | 7/10 | 5 Hours | Letter grades | |
| Group assignment | 3/10 | Letter grades |
Group assignment: Students should submit a group assignment comprising 3,000 words (+- 10%). Students can work in groups of 3-5. The group assignment makes up 30% of the final grade. No re-sit.The final home exam makes up 70% of the final grade.
Coursework requirements
Course teacher(s)
Course teacher:
Elham GhazimatinCourse coordinator:
Elham GhazimatinStudy Program Director:
Tarjei Mandt LarsenMethod of work
The course is a combination of lectures, tutorials, assignments and self-study. It is essential that students are well prepared for the lectures and tutorials, and it is expected that students will read the relevant part of the curriculum for each lecture. Active participation in class is assumed. The lecturer will consider various combinations of lectures, tutorials, and self-study on the basis of academic progress and activity in the lectures. The lecture plan is subject to change at short notice.
The total workload of this course is estimated to be 250-300 hours.
- Lectures: 40 hours.
- Tutorials and group assignments: 120 hours.
- Independent study of course materials: 120 hours.
Overlapping courses
| Course | Reduction (SP) |
|---|---|
| Marketing mangement (BØK250_2) | 10 |
| Strategy and marketing (BØK250_1) | 10 |
| Service marketing (BRL250_1) | 10 |
| Marketing (BRL250_2) | 10 |
| Marketing (BRL240_1) | 10 |
| Marketing (BRL110_1) | 10 |
| Introduction to strategy and marketing (BØK150_1) | 10 |
| Marketing management (BHO270_1) | 10 |