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Course content

This course provides a general introduction to marketing, an area which plays an important role in all innovation and establishment processes.

The course offers an introduction to strategic marketing management. The focus of the course is consumer marketing and specific attention is given to knowledge and technology-based products and services. The course will also cover specific areas of business marketing and purchasing management. The course starts with an introduction to the role of marketing in the organization and market analysis based on demand, environmental factors and customers' buying behavior. It continues by focusing on the development of market strategies through the understanding of customer value, market segmentation, targeting and strategic positioning. Through the course and assignments, students will be introduced and trained in the creative processes of developing market plans with market analysis, product, price, communication and distribution strategies.

Learning outcome

After you have completed this course, you will:

  • have advanced knowledge of central concepts within marketing
  • have advanced knowledge of how to develop good marketing strategies
  • have advanced knowledge of specific marketing challenges related to new technology, and how to overcome these
  • be able to conduct market research and apply the findings of the market research in a marketing strategy
  • be able to develop a fully fledged marketing plan, and optimize the plan with respect to the unique properties of the product or service and its customers
  • be able to successfully carry out a marketing strategy on new technology products and services
  • have competency on how to run focus groups and customer interviews
  • have competency on consumer behaviour

Admission

Students who are admitted to study programmes at UiO must each semester register which courses and exams they wish to sign up for in Studentweb.

If you are not already enrolled as a student at UiO, please see our information about admission requirements and procedures.

Prerequisites

Formal prerequisite knowledge

Bachelor's degree or an equivalent qualification is required.

Overlapping courses

5 credits overlap with ENT4310 - Business economics and marketing (discontinued)

Teaching

The course has two main activities: lectures with case discussions and written group assignments. The course is module based so the lectures and case discussions will be held in three modules over the semester.

Due to the significant amount of group work and in-class activities in this course, attendance of the lectures is mandatory. You will need to attend at least 80 percent of the lectures in order to attend the exam.

Examination

Group exam. Write a marketing plan. The students in each group are given the same grade.

Language of examination

The examination text is given in English, and you submit your response in English.

Grading scale

Grades are awarded on a scale from A to F, where A is the best grade and F is a fail. Read more about the grading system.

Explanations and appeals

Resit an examination

Students who can document a valid reason for absence from the regular examination are offered a postponed examination at the beginning of the next semester.

Re-scheduled examinations are not offered to students who withdraw during, or did not pass the original examination.

Withdrawal from an examination

It is possible to take the exam up to 3 times. If you withdraw from the exam after the deadline or during the exam, this will be counted as an examination attempt.

It will also be counted as one of your three attempts to sit the exam for this course, if you sit the exam for one of the following courses: ENT4310 - Business economics and marketing.

Special examination arrangements

Application form, deadline and requirements for special examination arrangements.

Facts about this course

Credits

5

Level

Master

Teaching

Every autumn

Examination

Every autumn

Teaching language

English