Course description for 2019/20
Marketing Management
EK124F
Course description for 2019/20
Marketing Management
EK124F
The course covers the following main topics: The role of marketing, Marketing strategies and plans, Consumers buying behavior, Organizations buying behavior, Market segments and targets, Relationship marketing, Product strategies and branding, Pricing strategies, Marketing channel strategies, Marketing communication strategies, Marketing control.
On successful completion of the course:
Knowledge
The student should have:
- Knowledge about marketing¿s purposes and role, and the marketing enviroment
- Knowledge about strategy, marketing planning, marketing segmentation and target markets
- Knowledge about buying behavior in consumer markets (B2B), and business-to-business markets (B2B)
- Knowledge about relationship marketing, marketing analysis, product development, marketing channels, price decisions and marketing communication
Skills
The student should:
- Have knowledge of basic concepts, theories and models relevant for marketing management
- Be able to analyze, plan, implement and control marketing
- Basic tools for product development, price decisions, distribution and marketing communications.
General competence
The student should:
- Have accomplished a basic understanding of the major topics in marketing management, and marketing as a tool and function in modern business
- Have insight into the main tools in the marketing of for example products, services, companies, organizations or government enterprises
- Understand the ethical aspects of marketing and over-consumption, environmental burdens and unethical marketing
- Be able to identify and analyze marketing problems.
No costs except semester registration fee and syllabus literature.
Compulsory: Bachelor in International Marketing
Lectures
The study programme is evaluated annually by students by way of course evaluation studies (mid-term evaluation and final evaluation). These evaluations are included in the university's quality assurance system.
Overlap refers to a similarity between courses with the same content. Therefore, you will receive the following reduction in credits if you have taken the courses listed below:
BE100E-008 - Case - 5 credits
BE100E-009 - Project Report - 5 credits
BE100E-010 - Written examination - 5 credits
MF104E - Marketing - 7.5 credits