Course syllabus - Marketing Management

Objectives

The purpose with the course is that the student shall:

• understand marketing and be able to describe its dominant theories and perspectives.
• understand the established marketing theories, its models and concepts, as well as their origin.
• be given an overview of late alternative marketing theory, models, and concepts and how they affect the marketing vocabulary and marketing practice.
• apply the marketing knowledge in marketing activities.
• get experience of academic work in a group setting that entails writing, critical thinking, and peer reviews.

Learning outcomes

After completion of the course, the student should be able to:

1. describe fundamental marketing theories, models, and concepts.
2. apply these marketing concepts to analyze contemporary marketing phenomena.
3. manage to elaborate different marketing theories' applicability.
4. identify late alternative marketing theories and explain how they affect current marketing practice.
5. apply the fundamental marketing theories in conjunction with other contemporary management and societal phenomena (as e.g., globalization, digitalization, and challenges within ethics, responsibility, and sustainability).
6. Demonstrate the skill and ability to plan, implement and report a student-led activity
7. Demonstrate skills and ability to analyze different business situations and actively participate in seminars where they are discussed
8. Demonstrate competence and ability to develop communicative skills through participation in discussions and conducting seminars
9. Apply theories, models and concepts to specific practical situations and draw general conclusions about a company's business through a business game

Course content

The course is introduced with lectures and the students own study of different course materials where:

• Core marketing concepts are presented.
• The historical development of marketing (including previous research and practice) is described.
• Alternative perspectives on marketing are presented.
• The marketing topic is elaborated based on other current developments (as e.g., digitalization, globalization, and corporate social responsibility).
  
  This is followed by seminars and other ways of student-driven interaction where the participants:
• Get to use their new marketing knowledge to analyze contemporary markets.

Requirements

Basic eligibility and English 6 Or: English level 2

Examination

Seminar (SEM1), 3 credits, grade Excellent (A), Very good (B), Good (C), Satisfactory (D), Sufficient (E), Insufficient, complementary work possible (Fx), Insufficient (F) , (refers to learning objectives 2-6 and 8)
Examination (TEN1), 3 credits, grade Excellent (A), Very good (B), Good (C), Satisfactory (D), Sufficient (E), Insufficient (F), (refers to learning objectives 1, 3-4).
Group assignment (GRU1), Comprehensive subject, 1,5 credits, grade Fail (U) or Pass (G), (refers to learning objectives 3, 5. 7-9)

A student who has a certificate from MDU regarding disability study support, can request adaptions for the examination. It is the examiner who takes decisions on any adaptions, based on the certificate and other conditions.

Grade

AF-skala

Interim Regulations and Other Regulations

The course overlaps 7,5 credits with respective courses:
FOA130 Marketing basics
FOA132 Marketing and Management 1
EFO252 Marketing basics
EFO227 Marketing Management and Organizational theory
FOA144 Marketing Management