Table of contents

The course is connected to the following study programs

Teaching language

English

Learning outcomes

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

Contents

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.

Teaching and learning methods

Lectures, group work and written assignments. Details will be given at the beginning of the semester. Estimated workload is about 200 hours.

Examination requirements

Approved group assignments. Further information about this will be given in Canvas at the start of the semester.

Examinations

The examination has two components:

  • Written group assignment (50%). The group as a whole is graded.
  • 2 hour written individual home examination (multiple choice) (50%)

Grading by letters.

Student evaluation

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.

Admission for external candidates

No

Reduction of Credits

This course’s contents overlap with the following courses. A reduction of credits will occur if one of these courses is taken in addition:

Course Reduction of Credits
MF-102 – Marketing. 7.5
MF-900 – Marketing for Craft Industry Businesses. 7.5
MF-100 – Marketing and Business Strategy. 6
MF-1000 – Marketing. 6
MF-1000 – Marketing. 6
MF-1000 – Marketing. 6
MF-1000 – Marketing. 6
MF-904 – Digital Marketing and Communication. 2.5
Last updated from FS (Felles studentsystem) Oct. 15, 2026 7:40:52 AM