Master's Programme in Business Administration (5 years)
Language of instruction
Upon successful completion of this course the student should:
be capable of identifying marketing as a discipline and its historical stages
know the fundamental perspectives on marketing
know the key concepts, definitions, and models in marketing, including the marketing mix
be able to recognize fundamental buyer behavior in consumer and industrial market
be able to use the process of segmentation, targeting, and positioning
be familiar with various marketing research methods
be able to recognize the key models used in pricing
This is an introductory course, which will emphasize basic understanding of consumer and industrial markets (B2C and B2B), product and services marketing from the historical, corporate and international perspectives. The students will critically reflect on how one gathers, and performs, analysis of market information regarding key market agents, relevant buyer behavior and how this is used in the development and communication of market strategies. Key areas include segmentation, choice of target markets, product development, branding, pricing, communication in traditional and digital media as well as choice of marketing channels. The course should enable the students to develop market plans for real products.
Lectures, group work and written assignments. Details will be given at the beginning of the semester. Estimated workload is about 200 hours.
Approved group assignments. Further information about this will be given in Canvas at the start of the semester.
Assessment methods and criteria
3 hour written individual in-class examination at UiA (counts for 100% of grade). Grading by letters.
The person responsible for the course, in consultation with the student representative, decides the method of evaluation and whether the courses will have a midterm- or end of term evaluation, see also the Quality System, section 4.1. Information about evaluation method for the course will be posted on Canvas.