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 an academic discipline in business studies and in contemporary business schools
know the fundamental perspectives on marketing
be capable of explicating the historical developments of marketing
know the key concepts, definitions and models in marketing
be able to identify the main ethical dilemmas related to marketing activities
be able to recognize fundamental buyer behavior in consumer and industrial market
be able to use the processes of market segmentation, target marketing and market positioning
be familiar with the basic processes in marketing research
be able to apply the models for the development and introduction of new products and services
be familiar with the value chain
be able to recognize the key models used in pricing
be able to present proposals for different market strategies
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 individual written examination. Graded assessment.
The study programme manager, 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.
Admission for external candidates
Type of course
Level of course
First cycle i.e. bachelor level.
Year of study
Normally first year.
Name of lecturer
For additional information, please contact School of Business and Law, phone no. (+47)38141068