AB-1-007 (1) - Introduction to Marketing

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2 (2023-10-23 to 2023-12-31)

Swedish

Compulsory

First

1

5 cr

In this study unit the focus lies on the following
competencies:

Competence in basic understanding of the
principles of modern
marketing in the consumer market

Competence in customer-centric conduct

Basic competence in fact-based decision making
within marketing

Competence in understanding of both strategic and
practical
perspective within elementary marketing

Competence in the structure and functions of
business organisations

Competence in understanding of how marketing
evolves due to
digitalisation

SDG's i fokus: 4, 8, 9, 12

Upon completion of this study unit:

You can describe consumer behavior in the buying
process
phases. (Knowledge)

You are able yo identify groups of individuals
with similar needs that
can be satisfied both efficiently and
profitably. (Knowledge)

You can analyse the organisation's ability to act
on the
targeted market. (Skills)

You can apply the most relevant means derived from
the
central marketing models and concepts (Skills)

You can discuss how the organisation's marketing
efforts
and plans are executed, integrated, and
coordinated most efficiently.
(Skills) (Approach)

You can identify and assess different product- and
marketing- strategies and commercial activities in
the marketplace. (Skills) (Approach)

You have a basic understanding of the principles
within modern marketing
with a focus on the consumer market. (Knowledge)

Lectures
Guest lectures 
Book exam
Quiz
Individual and group assignments

None

None

Attendance is highly recommended throughout the
study unit. The rules concerning attendance and
grading will be explained during the
introduction lecture. The information given in this
content description is subject to change.

Main course book:
Principles of Marketing
Scandinavian Edition
Kotler P., Armstrong G., Parment A.
2nd edition, 2016
Pearson Education Limited

Materials distributed during the lectures.

• Lectures - 40 hours
• Practical exercises - 25 hours
• Individual studies - 70 hours

• Total workload of the course: 135 hours
• Of which autonomous studies: 135 hours
• Of which scheduled studies: 0 hours

Multiform education

• Exams (written-, oral-, home-)

Passed mandatory assignments and book exam.

• Henriksson Robert
• Kietz Tove

Kietz Tove

https://arcada.itslearning.com/ External link

No limit (84 students enrolled)

12 months after course has ended

2023-10-09 to 2023-11-05

• Date of examination will be announced later - Exams
• Date will be announced later - Other assignments