COURSE SYLLABUS

Principles of Marketing 7.5 credits

Marknadsföring, grundkurs
First cycle, U0010N
Version
Course syllabus valid: Autumn 2018 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

Last revised
by Daniel Örtqvist, HUL, ETS 09 Jan 2019

Grade scale
U G VG
Subject
Business Administration
Subject (SCB)
Business Administration

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


Selection



Course Aim
After passing the course the student shall be able to:
  • understand, explain and use basic concepts in marketing
  • understand and describe basic theories and models within marketing and how these are related to each other
  • apply basic marketing theories in the analysis of practical situations and of companies’ strategic and operative marketing
  • draw relevant conclusions and formulate recommendations based on analysis of companies’ strategic and operative marketing
  • in writing and orally report and discuss information, analysis and conclusions related to companies’ marketing

Contents
The course deals with marketing from a company perspective. Marketing starts from 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 the marketing mix, the buying process, segmentation, targeting and positioning. 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.

Realization
Lectures/lessons, seminars, supervision, individual assignments and team assignments.

Examination
In a written test, the following abilities are examined:  
  • understand and use basic concepts in marketing
  • understand and describe basic theories and models within marketing and how these are related to each other

In compulsory assignments and seminars, the following abilities are examined:
  • understand, explain and use basic concepts in marketing
  • understand and describe basic theories and models within marketing and how these are related to each other
  • apply basic marketing theories in the analysis of practical situations and of companies’ strategic and operative marketing
  • draw relevant conclusions and formulate recommendations based on analysis of companies’ strategic and operative marketing
  • in writing and orally report and discuss information, analysis and conclusions related to companies’ marketing

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

Remarks
Due to similar content, the course cannot be included in a degree together with the courses M0004N Principles of Marketing, M0011N Principle of Marketing for Non-Business Majors or M0015N Principles of Marketing or other courses with similar content.

Examiner
Maria Ek Styvén

Transition terms
The course U0010N is equal to M0015N

Literature. Valid from Autumn 2018 Sp 1 (May change until 10 weeks before course start)
Parment, A. (2018) Marknadsföring (2:a upplagan), ISBN 9789144117492.
Literature might be added.

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

Modules
CodeDescriptionGrade scaleHPStatusFrom periodTitle
0001Written examU G VG4.50MandatoryA18
0002Compulsory assignments and seminarsU G#3.00MandatoryA18