Marketing 5203

Prerequisites

None.

Course Objectives

The course will provide students with knowledge of the central concepts, theories and models in the field of marketing. The students will gain insight into marketing by discussing practical examples from business lines and companies. They will gain an understanding of marketing’s areas of operation, and participate in solving elementary and practical marketing issues.

Course Description

The following topics will be covered:
 Marketing tasks
 Historical development
 Basic definitions and concepts
 Marketing leadership and strategical planning
 Buyer behaviour in the consumer and industrial markets (needs, wishes, requirements and demand)
 Segmentation, market analysis and prognoses
 Market strategies
 Product and brand name strategies
 Marketing of services and service quality
 Strategies for pricing, distribution and market communication

Learning Methods

3-4 hours of lectures in the autumn semester.

Assessment Methods

Written examination, 4 hours.

Pensum