Marketing, 7.5 credits

Main field of study with advanced study

General entry requirements (with the exemption of the requirement in Swedish) + English 6.

The course is given as a single subject course.

The course aims for students to develop a fundamental understanding of classical marketing terms, concepts, theories, and models. They will attain practical knowledge of how these principles are applied in real scenarios and emphasize the importance of ethical and sustainable marketing practices in today's society. Finally, students will develop skills to navigate effectively within the marketing field and formulate successful marketing strategies for introducing products or services in selected markets with consideration for sustainability.

Following successful completion of the course the student should:

Knowledge and understanding

• describe the purpose and content of the marketing process
• give an account for basic principles, theoretical concepts, and models within the marketing of various products and services
• identify the role of marketing in the sustainable development of companies and society from a marketing perspective

Skills and ability

• apply the theory of the course in analyzing companies' marketing activities from a holistic perspective
• discuss societal and ethical aspects related to marketing communication
• write and orally present a project work within companies' marketing

Judgement and approach

• critically review and evaluate companies' activities and practices in sustainable marketing.

The course provides basic knowledge of marketing theory and historical development, leading to an overview of modern research-based perspectives within the field. Furthermore, the course explores various models and methods, illustrating their connections to current phenomena in both the corporate world and society at large. Additionally, ethical and sustainability aspects of marketing practices are analyzed and discussed, along with different marketing strategies for introducing products or services in selected markets.

Teaching consists of lectures, group project work, and seminars. Practical problem-solving, report writing, oral presentations, and peer review reinforce classroom learning.

The examination consists of an individual written exam and a written group project, including oral presentations and peer review.

If there are special reasons, the examiner may make exceptions from the specified examination format and allow a student to be examined in another way. Special reasons can e.g. be study support for students with disabilities.

Course evaluation is part of the course. This evaluation offers guidance in the future development and planning of the course. Course evaluation is documented and made available to the students.