Dansk - English
Short version - Full version
Marketing (Spring 2008) |
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| Course code : | PIMARK-U1 | ||
| ECTS Credits : | 5 | Status : | Optional |
| Revised : | 26/01 2005 | Written : | 12/04 2002 |
| Placement : | 5-7 semester | Hours per week : | 4 |
| Length : | 1 semester | Teaching Language : | English |
| Objective : | To develop the student"s knowledge of the basic principles and models in industrial marketing and to enable them to analyze recurrent problems in marketing management. To enable the students to obtain an understanding of the decisionmaking problems in connection with the overall marketing activity in a company. | ||
| Principal Content : | What is marketing? Definitions, concepts and marketing"s role in the organisation. Marketing environment, analysing needs and trends. Consumers and buying behavior. Analyzing business markets and business buying behavior. Market segments and targeting. Product life cycle, differentiation and positioning. Pricing strategies. Marketing plans and strategies. Industry and competitor analysis. Product line management. Brand management. Integrated marketing communications. Export theory. Managing advertising, sales promotion and public relations. Managing marketing channels. Salesforce management. Introduction to e-business. Internal marketing and profiling. | ||
| Teaching method : | Lectures, discussions, group work, cases, written assignments, self study and presentations. | ||
| Required prequisites : | None | ||
| Recommended prerequisites : | Basic knowledge of economics and calculation principles. | ||
| Relations : | The course is a module in the International Business Semester. | ||
| Type of examination : | Oral examination | ||
| External examiner : | External | ||
| Marking : | 7 step scale | ||
| Remarks : | This course is part of the International Business Semester (IBS). In order to participate in the examination the student must follow the course actively and be present in 80% of the lessons as a minimum. Furthermore the student must deliver all mandatory tasks during the semester. |
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| Teaching material : | Philip Kotler: Marketing Management, Analysis, Implementation, Planning, and Control. Latest edition, Prentice Hall. Paul V. Andersen: Technical communication | ||
| Responsible teacher : | |||