Course content - Learning outcome - Admission - Prerequisites - Overlapping courses - Teaching - Examination - Evaluation

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 main focus of the course is consumer marketing, but specific areas of service and business marketing and purchasing management will also be covered. 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 behaviour. It continues by focusing on the development of market strategies through segmentation, targeting and positioning. An introduction to the creative process of developing market plans with product, price, communication and distribution policies is also given.

Learning outcome

The course in meant to be an introduction to consumer marketing. By taking this course it is expected that the students should be able to:

• Understand and master central concepts within marketing.
• Employ this knowledge on real cases to:
  (1) understand businesses' marketing and purchasing behavior,
  (2) master strategic models for development of good market strategies, and
  (3) implement these in good market plans.

Admission

Students at UiO must apply for courses in StudentWeb.

International applicants, if you are not already enrolled as a student at UiO, please see our information about admission requirements and procedures for international applicants.

The examination in this course is not available for external candidates. Only students admitted to the course may sit for the examination.

Prerequisites

Formal prerequisite knowledge

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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 three written group assignments (these assignments will count towards the final grade). The course is module based so the lectures and case discussions will be held in three modules over the semester.

The lectures are mandatory, which means that you will need to attend 80 percent of the lectures. This means that you are allowed to be absent 20 percent of the lectures, even though this is not recommended. If you are absent more than 20 percent you will need to show to medical declaration for the absence.

Access to teaching

A student who has completed compulsory instruction and coursework and has had these approved, is not entitled to repeat that instruction and coursework. A student who has been admitted to a course, but who has not completed compulsory instruction and coursework or had these approved, is entitled to repeat that instruction and coursework, depending on available capacity.

Examination

There will be three written group assignments during the course period, one for each module in the course and these are all mandatory. The three assignments count equally towards the final grade.

Students have to pass all activities to obtain a grade in the course.

Please look at "Teaching" regarding that the course is mandatory.

Examination support material

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Language of examination

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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

You may request an explanation of your grades, and you may also appeal against your grades or make a complaint about formal examination errors. Read more about explanations and appeals.

Grounds for and appeal against determination of the grade

Resit an examination

You can usually resit an exam, but the conditions depend on whether you had a valid reason for absence from the regular exam. Read more about resitting an exam.

Withdrawal from an examination

A student may sit this exam up to 3 times. If a student wishes to withdraw from the exam, s/he must do so in StudentWeb at least two weeks prior to the first day of the exam. Failure to do so will be counted as one of the three opportunities to sit the exam.

Special examination arrangements

If you have a disability or a health problem that entails significant inconvenience in an examination situation, you may be considered for special examination arrangements. Mothers who are breastfeeding may apply for extra time to complete the exam.

Special facilities at an examination

Evaluation

Feedback from our students is essential to us in our efforts to ensure and further improve the high quality of our programmes and courses. All courses are subject to continuous evaluation. At regular intervals we also ask students on a particular course to participate in a more comprehensive, periodic evaluation of this course.