The course covers basic concepts and theories in marketing, with an emphasis on the consumer market.

• Marketing, marketing management and marketing planning
• Marketing Plan, segmentation, relationships, product concept
• Price, marketing communications and marketing network
• Brands, brand architecture, brand communication and brand management
• The purchasing process, consumer attitudes and buying behavior in businesses
• Factors affecting the business, market knowledge

Knowledge: The student has a basic understanding of the marketing process, familiarity with key concepts, theories and methods of marketing, and are familiar with examples of marketing in some firms.

Skills: The student can find, assess and refer to information relevant to marketing and present this so that it sheds light on basic issues in marketing. The student can participate in the solution of simple marketing challenges in practice.

General competence: The student can apply marketing knowledge and skills individually and in cooperation with others, and is able to reflect and think critically about basic marketing issues.

Kotler, Armstrong, Harris, He: Principles of Marketing, 8h European Edition.

Lecture notes. Additional reading material may be distributed.

Participation in group based marketing simulation game is mandatory.

Participation in and submission of the term project is mandatory.

Combined assessment: Written, on campus examination, 3 hours (count 2/3 of the total grade). Group assignment (count 1/3 of the total grade). If you fail the exam, you fail the course.

The course has combined assessment, and one can therefore only register for the examination at regular time for the final examination.