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 2025-2026

See course description and exam/assesment information for this semester (2024-2025)
Facts

Course code

BØK250

Version

3

Credits (ECTS)

10

Semester tution start

Spring

Number of semesters

1

Exam semester

Spring, Autumn

Language of instruction

English

Offered by
Time table

View course schedule

Admission requirements

General university admissions certification (GSK)

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

None

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

Course teacher(s)

Course coordinator:

Elham Ghazimatin

Course teacher:

Lars Erling Olsen

Study Program Director:

Tarjei Mandt Larsen

Method of work

It is essential that students are well prepared for the lectures, 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 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: 50 hours.
  2. 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

Open for

Open course for all students with an active right to study and who meet the requirements for general university admissions certification (GSK).

Admission requirements

General university admissions certification (GSK).

Course assessment

The faculty decides whether early dialogue will be held in all courses or in selected groups of courses. The aim is to collect student feedback for improvements during the semester. In addition, a digital course evaluation must be conducted at least every three years to gather students’ experiences.

Literature

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