Study Guide

Objective

• The students understand the importance of marketing
• The students are familiar with factors that influence consumer behavior
• The students are familiar with the structure and content of marketing plans
• The students are able to plan, carry out and analyze different marketing measures within their own area
• The students are familiar with the basic concepts of service-oriented marketing
• The students have been able to practice different ways of marketing for services within their own area
• The students understand and have knowledge about the process of sales and the significance of the environment for working with sales
• The students are familiar with the basics for sales techniques within product- and service-oriented marketing

Content

Marketing
Consumer Behavior
Structure and Content of Marketing Plans
Marketing Measures
Concepts of Service-Oriented Marketing
Process of Sales
Sales Techniques within Product- and Service-Oriented Marketing

Location and time

Approved practical assignments and submitted assignments.
Feedback is given after finished course via Moodle.

Other instructions are available on Moodle.

Materials

Course based on the following literature:
Skärvad, P., & Olsson, J. (2011). Företagsekonomi 100: Lösningar (13. uppl.). Liber.

Open Book Literature, Need to be borrowed and read:
Johnson, G., Whittington, R., Scholes, K., Angwin, D., & Regnér, P. (2018). Fundamentals of strategy. Pearson. Chap: 2, 3, 4

Teaching methods

Lectures, discussions and practical exercises
Workshops, test, practical assignments, assignments

This Course is mostly performed ONLINE. Check the schedule in Moodle.

Exam schedules

Open book exam
Business model canvas
Analysis of a company

Content scheduling

• The students understand the importance of marketing
• The students are familiar with factors that influence consumer behavior
• The students are familiar with the structure and content of marketing plans
• The students are able to plan, carry out and analyze different marketing measures within their own area
• The students are familiar with the basic concepts of service-oriented marketing
• The students have been able to practice different ways of marketing for services within their own area
• The students understand and have knowledge about the process of sales and the significance of the environment for working with sales
• The students are familiar with the basics for sales techniques within product- and service-oriented marketing

Further information

Marketing
Consumer Behavior
Structure and Content of Marketing Plans
Marketing Measures
Concepts of Service-Oriented Marketing
Process of Sales
Sales Techniques within Product- and Service-Oriented Marketing

Evaluation scale

H-5

Assessment methods and criteria

1. Marketing and Sale Process 1 cp 10 p
2. Marketing Analysis 1 cp 30 p
BY Pestel or Porter
3. Marketing Plan 1 cp 10 p
4. Service Concepts in Marketing 0,5 cp
5. Sale Techniques in Marketing 0,5 cp
6. Practicing in Marketing 1 cp 50 p
_____________________________________________
100 p

Qualifications

No prerequisite