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.
UiS Business School
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
Product- and branding strategies
Distribution, channels, and logistics
Required prerequisite knowledge
Eksamen / vurdering
Portforlio and home exam
A - F
A - F
Portfolio makes up 50% 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.
Attend at least 70% of the lectures and tutorials, Multiple choice
- Students should attend at least 70% of lectures and tutorials. 70% attendance is compulsory.
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.