Introduction to Marketing
| Structure Type: | Study unit |
|---|---|
| Code: | TIA0207 |
| Curriculum: | IB 2021 |
| Level: | Bachelor of Business Administration |
| Year of Study: | 1 (2021-2022) |
| Semester: | Autumn |
| Credits: | 5 cr |
| Responsible Teacher: | Sabel, Thomas |
| Language of Instruction: | English |
Courses During the Academic Year 2021-2022
| Impl. | Group(s) | Study Time | Teacher(s) | Language | Enrolment |
|---|---|---|---|---|---|
| 3002 | IB2021-1A, IB2021-1B | 2021-08-23 – 2021-12-19 | Thomas Sabel | English | 2021-08-01 – 2021-09-06 |
Learning Outcomes
To introduce the students to the role of the marketing function within companies and how companies can create sustainable competitive advantage through offering added value to customers, by using the elements of marketing mix. Students are able to understand how marketing is based on the company vision, mission and values, comprehension of marketing environment and a solid customer understanding.
Student's Workload
Total work load of the course: 135 h
- of which scheduled studies: 65 h
- of which autonomous studies: 70 h
The assesment of student's own learning 1 h is included in contact lessons.
Contents
Marketing as a concept. Basics of consumer behavior. The elements of the marketing mix. Segmentation, targeting and positioning. Marketing in an international environment. Marketing communication in cooperation with the course Communication in Business Life.
Regional Impact
Case studies related to businesses operating within the region will be discussed
Internationality
Students learn in a multicultural learning environment and concepts of marketing are discussed within international context
Recommended or Required Reading and Other Learning Resources/Tools
Marketing : concepts and strategies. Sally Dibb, et.al. 2012.
6th ed. Andover : Cengage Learning
- Articles and other material informed by the lecturer.
Mode of Delivery / Planned Learning Activities and Teaching Methods
Lectures and project assignments.
Assessment Criteria
5
The student can consistently use, report and discuss theories of marketing in international context. In assignments, the student can use different sources of scientific publications, modify sources of information for different purposes and assess the reliability of the information. The student recognizes the development needs in the field and by communicating, providing excellent insights into connection between theory and practice. The student takes initiative, acts ethically and shows cultural understanding in different situations.
3
The student can consistently utilize and discuss theories of marketing in international context. In assignments, the student retrieves information from publications in the field, applies the acquired information and ensures reliability of the information. In interactive tasks and situation the student acts and communicates professionally.
1
The student utilizes and discusses the essential theories of marketing in international context. In assignments, the student is able to retrieve and utilize information from various sources and understands the significance of the reliability. In interactive tasks and situations, the student acts and communicates in various groups.
Assessment Methods
Numerical (0-5).
Exam, acitivity and assignments