Principles of Marketing 7.5 credits

Marknadsföring, grundkurs
First cycle, M0004N
Course syllabus valid: Autumn 2020 Sp 1 - Present
The version indicates the term and period for which this course syllabus is valid. The most recent version of the course syllabus is shown first.

Syllabus established
by Department of Business Administration and Social Sciences 28 Feb 2007

Last revised
by Director of Undergraduate Studies Daniel Örtqvist, Department of Business Administration, Technology and Social Sciences 14 Feb 2020

Education level
First cycle
Grade scale
G U 3 4 5
Industrial Marketing
Subject group (SCB)
Business Administration
Main field of study
Industrial and Management Engineering

Entry requirements

In order to meet the general entry requirements for first cycle studies you must have successfully completed upper secondary education and documented skills in English language

More information about English language requirements


The selection is based on final school grades or Swedish Scholastic Aptitude Test.

Course Aim
The course aims to provide a broad introduction to the field of marketing. The student should develop basic knowledge in the area and gain an understanding of the role of marketing in companies and organizations.

After passing the course, the student should be able to:

Knowledge and understanding

1.    describe and explain basic concepts in marketing
2.    describe and explain basic theories and models within marketing and how these are related to each other

Competence and skills
3.    apply basic marketing concepts, theories and models in the analysis of practical situations and of companies’/organizations’ marketing
4.    search relevant information, including scientific sources, in order to analyse companies’/organizations’ marketing
5.    draw relevant conclusions and formulate recommendations based on analysis of companies’/organizations’ marketing
6.    in writing and orally report and discuss information, analysis and conclusions related to companies’/organizations’ marketing
7.    manage in-text references and list of references in a correct and clear manner in accordance with the specified standard

Judgement and approach
8.    use well-reasoned arguments for analysis
9.    critically reflect on and evaluate marketing from a sustainability perspective
10.    demonstrate source criticism by evaluating and selecting relevant information, including scientific sources, to analyse the marketing of companies / organizations

The course deals with marketing from a company perspective. Marketing is based on an understanding of customers’ needs, with the aim to create value for customers and build profitable, long-term customer relations. The course focuses primarily on consumer markets, but industrial markets are also included. The main topics of the course are buying behaviour, segmentation, targeting, positioning, and the marketing mix. Sustainability aspects on marketing are also discussed, as well as strategic and marketing planning. The course provides a suitable base for further studies in the area of marketing.

The course is given on campus and is carried out in the form of lectures, seminars, supervision, individual assignments and team assignments. Parts of the course might be taught in English.

In a written test, course aim 1-3 are examined.

In compulsory assignments and seminars, course aim 3-10 are examined.

A requirement for passing the course is attendance at compulsory sessions.

Students must register for the courses themselves, or contact ETS educational administration, no later than three days after the quarter commences. Failure to do so can result in the place being lost. This rule also applies to students with a guaranteed place. Due to similar content, the course cannot be included in a degree together with the courses M0011N or M0015N or other courses with similar content.

Transition terms
The course M0004N is equal to IEM031

Maria Ek Styvén

Transition terms
The course M0004N is equal to IEM031

Literature. Valid from Autumn 2020 Sp 1 (May change until 10 weeks before course start)
Parment, A., Marknadsföring (latest edition), Studentlitteratur.
Additional literature will be provided in the learning platform.

Course offered by
Department of Business Administration, Technology and Social Sciences

CodeDescriptionGrade scaleHPStatusFrom periodTitle
0002Written examG U 3 4 54.50MandatoryA16
0003Compulsory assignments and seminarsU G#3.00MandatoryA16

Study guidance
Study guidance for the course is to be found in our learning platform Canvas before the course starts. Students applying for single subject courses get more information in the Welcome letter. You will find the learning platform via My LTU.