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Marketing BØK250

This course is designed to provide students with a broad but deep understanding of the principles of marketing. In this course, there is a focus on various concepts, theories, and frameworks that comprise marketing management. Besides theoretical knowledge, students are also exposed to the applications in practice. The knowledge students gain in this course will give them a clear understating of marketing functions and how firms today employ marketing tools and techniques to gain a competitive edge.

Course description for study year 2021-2022. Please note that changes may occur.

Course code




Credits (ECTS)


Semester tution start


Number of semesters


Exam semester


Language of instruction


Offered by

UiS Business School, UiS Business School

Learning outcome


After completion of the course students should:

  • Have a basic understanding and knowledge about marketing
  • Know the key strategic challenges that marketers face
  • Be familiar with key concepts, models and theories in marketing


After completion of the course student should:

  • Be able to use theoretical concepts as a framework for analysis
  • Be able to plan and evaluate various market initiatives
  • Be able to demonstrate the ability to see different parts of the curriculum in a context
  • Be able to apply scientific terminology in the description of a company's marketing efforts
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
Required prerequisite knowledge

Portforlio and home exam

Form of assessment Weight Duration Marks Aid
Home exam 7/10 5 Hours A - F
Portfolio 3/10 A - F

Portfolio makes up 30% of the final score. Portfolio consist of 2 parts:- Group assignment: Students should submit a group assignment consisting of 3,000 words (+- 10%). Students can work in groups of 2-5. Group assignments make up 30% of the final score. (30%)The final exam makes up 70% of the final score. It would be a home exam. 

Coursework requirements
Attend at least 70% of the lectures and tutorials
- Students should attend at least 70% of lectures and tutorials. 70% attendance is compulsory. 
Course teacher(s)
Course teacher: Elham Ghazimatin
Course coordinator: Elham Ghazimatin
Method 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 the students read the relevant part of the curriculum for each lecture. Active participation in class is assumed. The lecturer will consider various pedagogic 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.

  1. Lectures: 40 hours
  2. Tutorials and individual assignments: 120 hours
  3. Independent study of course materials: 120 hours

Open for
Accounting and Auditing - Bachelor's Degree Programme Business Administration - Bachelor's Degree Programme
Course assessment
The students will be given the opportunity to give feedback on the course in an early dialogue and a written course evaluation at the end of the course. 
Overlapping courses
Course Reduction (SP)
Marketing mangement (BØK250) 10
Strategy and marketing (BØK250) 10
Service marketing (BRL250) 10
Marketing (BRL250) 10
Marketing (BRL240) 10
Marketing (BRL110) 10
Introduction to strategy and marketing (BØK150) 10
Marketing management (BHO270) 10
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