Study Guide

Objective

The student:
- is familiar with the basic terms and concepts in marketing
- understands the importance of and can apply a customer-oriented approach in
the company or organisation
- has basic knowledge of and can analyse the consumer’s buying behaviour
- can draw up a simple marketing plan as well as realise it by means of competitive tools in marketing
- can justify the decisions made in the marketing plan
- understands the connection between CSR and the company's marketing

Content

- basics in marketing
- consumer buying behaviour
- customer-oriented approach
- marketing plan
- CSR in marketing

Location and time

HT23
Campus Vasa

Materials

Wildenstam & Uggla (2022, 2020 or 2018). Marketing - Models and principles
Articles according to teacher's instructions
PP-presentations

Teaching methods

* Lectures
* Exercises and discussions
* Project work and presentation

Employer connections

* Guestlecturer
* Visit local companies
* Cases

Exam schedules

To be announced at the beginning of the course

Completion alternatives

* Examination
* Project work
* Individual work

Student workload

27 hours per credit = 135 hours. Of these, about 55 hours are close studies and the rest are self-study

Content scheduling

* marketing strategy
* PESTLE analysis
* Market research
* Consumer behavior
* Industrial markets
* Branding
* marketing mix
* CSR

Evaluation scale

H-5

Assessment methods and criteria

* Examination
* Project work (report) and presentatio

Assessment criteria, fail (0)

The student does not meet the assessment criteria for at least satisfactory

Assessment criteria, satisfactory (1-2)

* Students know the basic concepts of marketing and understand the importance of marketing in the organization
* Students have basic knowledge of consumer and purchasing behavior and processes
* Students understand the basics of marketing planning and know different ways to communicate in the market.

Assessment criteria, good (3-4)

* Students are well acquainted with basic concepts in marketing and understand the marketing's multifaceted opportunities in the organization.
* Students have a good knowledge of the subject and can, under supervision, collect and analyze information about consumer behavior and purchasing processes.
* Students understand the different parts of the marketing planning. Students are familiar with various ways of communicating in the market and can, under supervision, apply these in practice.

Assessment criteria, excellent (5)

* Students can describe marketing well and understand the role of marketing both internally and externally in the organization. Students can practically apply different methods in marketing
* Students have excellent knowledge of the subject and can independently collect and analyze information about consumer behavior and purchasing processes.
* Students have excellent knowledge of the various parts of planning and can apply these in practice. Students are familiar with different ways of communicating in the market and can apply these independently in practice.

Qualifications

none