The course takes place in period

4 (2022-03-14 to 2022-07-31)


General studies

Teaching language


Type of course


Cycle/level of course


Recommended year of study


Total number of ECTS

5 cr

Competency aims

The aim of the course is to give the student a
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  
- Understanding of both strategic and practical
perspective within elementary marketing 
- Competence in the structure, and functions of
business organisations 
- Understanding of how marketing evolves due to

Learning outcomes

Upon completion of the course you will be able
- describe consumer behavior in the buying process
phases  (knowledge) 
- identify groups of individuals with similar
needs that can be satisfied both efficiently and
profitably (knowledge) 
- analyze the organization's ability to act on the
targeted market (skill) 
- apply the most relevant means derived from the
central marketing models and concepts (skill) 
- discuss how the organization's marketing efforts
and plans are executed, integrated, and
coordinated most efficiently (skill) (approach) 
- identify and assess different product- and
marketing- strategies and commercial activities in
the marketplace (skill) (approach) 

Course contents

Guest lectures 
Book exam
Individual and group assignments 

Prerequisites and co-requisites


Previous course names


Recommended or required reading

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

Available at

Materials distributed during the lectures.

Study activities

  • 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

Mode of Delivery

Multiform education

Assessment methods

  • Exams (written-, oral-, home-)

Assessment requirements

Min. 50% of points in mandatory book exam and quiz,
as well as min.50% of total points in the study


  • Henriksson Robert
  • Kietz Tove


Kietz Tove

Group size

No limit (51 students enrolled)

Assignments valid until

12 months after course has ended

The timetable of the course

See Asta/ARBS/Itslearning

Course enrolment period

2021-08-09 to 2022-03-13

Assessment methods

  • Date of examination will be announced later - Exams
  • Date will be announced later - Other assignments
Room reservations
Date Time Room Title Description Organizer
2022-03-16 09:00 - 11:30 D4106 Introduction to Marketing Examination and Topic 1 Henriksson Robert
Kietz Tove
2022-03-18 09:30 - 12:00 D4106 Introduction to Marketing Topic 2 and 3 Henriksson Robert
Kietz Tove
2022-03-23 09:00 - 11:30 Introduction to Marketing Topic 4 & 5 Henriksson Robert
2022-03-25 09:30 - 12:00 D4106 Introduction to Marketing Topic 6 and 7 Henriksson Robert
Kietz Tove
2022-04-01 09:30 - 12:00 D4106 Introduction to Marketing Topic 10 and 11 Meeting ID: 663 4778 4340 Henriksson Robert
Kietz Tove
2022-04-06 09:00 - 11:30 Introduction to Marketing Topic 12 and brief of quiz and group work Meeting ID: 654 0563 2275 Kietz Tove
2022-04-08 09:30 - 12:00 Introduction to Marketing Book Exam Henriksson Robert
Kietz Tove
2022-04-26 13:00 - 15:30 Introduction to Marketing Re-exam 1 Henriksson Robert
Kietz Tove
2022-04-29 09:30 - 12:00 D4106 Introduction to Marketing Market research Group work brief and time to start working on group work Meeting ID: 614 5945 1069 Kietz Tove
2022-05-06 09:30 - 12:00 Introduction to Marketing Market research survey and summary workshop in F249 + Zoom Meeting ID: 617 7211 2963 Kietz Tove
2022-05-10 13:00 - 15:30 Introduction to Marketing Guest lecture Meeting ID: 686 5056 8084 Henriksson Robert
Kietz Tove
2022-05-12 09:30 - 12:00 Introduction to Marketing Re-exam 2 Henriksson Robert
Kietz Tove

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