This is an introduction course in marketing management. The students will get an introduction in principle issues and methods of marketing management. They should be able to conduct simple marketing research and solve simple marketing problems in real life situations. They will also get insight in the marketing industry through examples from real life.
This course will give an overview and insight in the basic marketing concepts. Such as:
-What is marketing
-Historical development of the field
-Core concepts, trends and tasks
-Marketing management
The students learn how to understand marketing management and how to capture marketing insights. They learn how to connect with customers, both consumers and businesses. An important part of the course is to learn how to create strong brands. They will learn to see the importance of shaping the market offerings and how to deliver value to customers. They will also learn how to communicate value and how to create successful long term growth.
Lectures, self-tuition, group exercises and case studies.
There is one obligatory assignment that must be approved bye the subject teacher. The assignment can be done individually or in groups with up to three students.
Individual four hour written exam. Letter mark. The students are allowed to bring a dictionary and the body of law to the exam.
Kotler, Philip and Keller, Kevin Lane: Marketing Management 12e. Prentice Hall, Upper Saddle River, New Jersey, 2006.
Note than the syllabus can be change from year to year.