Study Guide

Objective

Students
-have basic knowledge of marketing in the consumer and industrial market
-know consumer behavior and processes of buying
-can plan and implement the marketing of an organization and understand the importance of different medias in the marketing process

Content

Marketing's basic concept, customer buying behavior, customer-oriented approach and marketing plan

Location and time

HT21
Campus Vasa

Materials

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

Teaching methods

* Lectures
* Exercises and discussions
* Project work and presentation

Employer connections

* Guestlecturer
* Visit local companies
* Cases

Exam schedules

To be announced in connection with the course start

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

Evaluation scale

H-5

Assessment criteria, satisfactory (1)

The student can recognize and understand the essential theories, principles and methods regarding: marketing in the consumer and industrial market, consumer behavior and processes of buying
The student can plan and implement the marketing of an organization and understand the importance of different medias in the marketing process

Assessment criteria, good (3)

The student can utilize essential concepts in single situations and assignments and understand the theories on which the assignments are based regarding: marketing in the consumer and industrial market, consumer behavior and processes of buying
The student has good ability to plan and implement the marketing of an organization and understand the importance of different medias in the marketing process

Assessment criteria, excellent (5)

The student can utilize theories, concepts and methods consistently in various situations regarding: marketing in the consumer and industrial market, consumer behavior and processes of buying
The student has very good ability to plan and implement the marketing of an organization and understand the importance of different medias in the marketing process

Assessment criteria, approved/failed

Fail: The criteria for grade 1-2 are not met.

Assessment methods and criteria

* Examination
* Project work (report) and presentation

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