Marketing Management (academic track) (5 cr)

Objective

KU1 The student is able to employ theoretical and conceptual knowledge to identify and analyze marketing problems in green and digital marketing disciplines.

IS1 The student is able to gather, analyse and evaluate marketing data and information and transform empirical data into useful and actionable information.

IS2 The student is able to interpret and analyse complex marketing issues from multiple perspectives and critically review the academic literature and other relevant information sources

TS1 The student is able to communicate effectively in English in oral, written and electronic formats using information technology and is able to prepare and present reports

Content

During marketing track studies the student will be introduced with several themes in the marketing domain.
Specifically, students will be introduced to the state and art of marketing research in below areas.

Advertising Research
Branding Research
Consumer Behavior research
Digital Marketing research
Green Marketing research
International and Global Marketing

Materials

Recommended or required readingKotler, Keller, Brady, Goodman and Hansen (2012) Marketing Management: European Edition. Pearson Charter, M., & Polonsky, M. J. (Eds.). (2017). Greener Marketing: A Global Perspective on Greening Marketing Practice. Routledge.Peattie, K., & Charter, M. (2003). Green marketing. The Marketing Book, Fifth Edition, 726-755.Chaffey, D., & Ellis-Chadwick, F. (2012). Digital marketing: strategy, implementation and practice (Sixth Edition). Pearson.

Completion alternatives

Excellent (5)KU1 The student demonstrates his/her theoretical knowledge in detail and displays a clear command of the subject area. Central concepts have been defined with precision. IS1The student shows an advanced ability to transform empirical data into applicable real-life situations. The ideas have significant value for implementation.IS2 An explicit and focused situational analysis in which the objectives are clear and set correctly regarding the problem has been created.TS1 The student can communicate effectively in English in oral, written and electronic formats using information technology and can prepare and present reports.Very good (4)KU1The student demonstrates his/her theoretical knowledge fluently and displays a good command and understanding of the subject area. Central concepts have been defined very well. IS1The student shows a competent ability to transform empirical data into applicable real-life situations. The ideas are worth implementing.IS2 An explicit situational analysis has been created.Good (3)KU1The student demonstrates his/her theoretical knowledge at a relatively clear level and displays a competent command of the subject area. Central concepts have been defined rather well. IS1 The student shows adequate but general ability to transform empirical data into applicable real-life situations. IS2 A relatively clear situational analysis has been created.Satisfactory (2)KU1 The student demonstrates his/her theoretical knowledge at a reasonably clear level and has apparent basic ability to transform empirical data into applicable real-life situations. IS2A reasonably clear situational analysis has been created.Sufficient (1)KU1 The student attempts to demonstrate his/her theoretical knowledge. However, command of the subject area remains unclear. IS1 The student fails to show an impressive ability to transform empirical data into applicable real-life situations. IS2 There is an attempt to create a situational analysis but based on it, the objectives and value remain unclear.

Student workload

Lectures 35 h, assignments 60 h, independent study 40 h, total 135 h

Assessment criteria, satisfactory (1)

Literature review assignment (40%); group assignments (40%); attendance and activities participation (20%)

Grading
Grade 0 = 0-44 pt = Fail: Grade 1 = 45-54 pt; Grade 2 = 55-64 pt: Grade 3 = 65-74 pt; Grade 4 = 75-84 pt Grade 5 = 85-100 points

Qualifications

A student should awareness of basic marketing concepts such as marketing mix, capturing marketing and consumer insights, connecting with the consumer, communicating and delivering the value to the consumer