Introduction to Marketing 2 (2cr)

Objectives (course unit)

This course is an introduction to modern business marketing. It introduces basic marketing concepts, theories and language with a focus of understanding the role and the needs of the customer in consumer business and business-to-business marketing.

After completing the course, the students will be able to:
• Demonstrate knowledge about the significance and role of marketing
in business management.
• Describe the value creation process for customers by understanding
customer needs.
• Demonstrate knowledge of modern marketing mix in theory and
practice.
• Write a marketing plan.

Content (course unit)

• What is modern multichannel marketing?
• What are examples of doing advertising, PR; personal selling and sales
promotion?
• How to do direct, online, social media and mobile marketing?
• What is sustainable marketing?
• How to write a marketing plan for a business and create website contents?

Exam schedules

December 13 (period exam).

Assessment methods and criteria

1) Participation in the class: 1/4 of the overall grade
2) Exam: 1/4 of the overall grade.
3) Marketing Plan 1/2 of the overall grade

Assessment scale

0-5

Teaching methods

- Lectures
- Reading
- Case studies
- Exercises

Learning materials

Course book: Principles of Marketing, Scandinavian Edition (2nd edition). Kotler, Armstrong, Parment (2016)

Student workload

Lectures 3 hours a week, individual work at least 4 hours a week.

Content scheduling

Week 43 ( T Andersson)
- 11 Marketing Channels, Retailing and Wholesaling
Week 44 (P Mayor)
- 12 Marketing Communication: Advertising and PR, Personal selling and sales promotion
Weeks 45 - 46
- Direct, online, social media and mobile marketing (from Armstrong-Kotler: Marketing an Introduction 12th ed.)
- 13 Creating competitive advantage
Week 47 (P Mayor)
- 14 Global marketplace and Sustainable marketing

Completion alternatives

There are no alternative ways to pass the entire course. It will be possible to repeat the individual exam on additional exam dates later.

Practical training and working life cooperation

Course contents will be applied to the own practice firm.

Further information

The course will start on week 43.
The course requires a substantial amount of self-study in between the lecture times.

Assessment criteria - satisfactory (1-2) (Not in use, Look at the Assessment criteria above)

Student has achieved the objectives of the course sufficiently. Student understands the basic principles of marketing. Student recognizes and is able to explain and use the basic concepts and models of marketing. Student is passive in class and/or has not completed the class tasks regularly. Exam result is 1-2.

Assessment criteria - good (3-4) (Not in use, Look at the Assessment criteria above)

Student has achieved the objectives of the course well although the skills and competences need further development. Student is able to explain and apply the concepts of marketing well. The grade of the exam is 3-4. Student is quite active in class and has completed the class tasks most of the time.

Assessment criteria - excellent (5) (Not in use, Look at the Assessment criteria above)

Student has achieved the objectives of the course excellently. The student masters the concepts and models of marketing in an excellent manner. Student is able to conduct fluent and reasoned analysis and has good capabilities to apply the learning. The grade of the 4-5 and the individual exercises and the participation inthe class are grade 5. Student is active in class and has completed the all the class tasks.