Course code and course name: SFBE 51107 Introduction to Marketing
ECTS credits: 10
Compulsory / optional: Compulsory for students on the Bachelor in International Communication. Optional for other bachelor programme students and incoming international students.
Prerequisites: No prerequisites are required.
Semester: Autumn semester.
Objective: The course gives an introduction to strategic marketing and marketing planning. It aims to make students understand and be able to use the marketing management process directed at different markets in different market places. It further aims to develop attitudes to social responsibility and marketing ethics. A third aim is to give students practice in accomplishing concrete decision making tasks and solving problems in strategic marketing planning.
Contents: The planning process in strategic marketing is central to the course: Company mission and strategic objectives. SWOT analysis. Analysis of market potential. Market segmentation. Choice of marketing strategy. Positioning and building relationships. Marketing mix: product, price place and promotion. Other topics are: Social responsibility and marketing ethics. E-marketing. Consumer marketing - B2B marketing - service marketing. Marketing research.
Forms of teaching and learning: Lectures, group work, tutorials. The course is taught in English.
Compulsory assignments: Two group assignments during the semester, approved by the course instructor, are prerequisites for the final individual examination.
Final assessment: A 4-hour written individual exam. Grades A-F.
Required reading: Armstrong, Gary & Philip Kotler (2007). Marketing: An Introduction. 8th ed. Upper Saddle River, N.J.: Pearson/Prentice Hall. 656 pages.
Course instructor: Ulf Ombustvedt