The objective of the module is to introduce the student to basic
concepts and models within marketing.
The key task is to give the student an in-depth understanding of the need to be market-oriented. In order to convey this understanding, there must be focus on the customer's experience of value which is the foundation for the company's earnings and sustainability in the market.
The module provides insight into the ways in which relevant information that is key to marketing decisions may be collected, how market behaviour may be understood and analysed, and how business processes and strategies are organised to promote the overall consideration of value creation that lies in meeting the customer’s expectations and demands. The centrepiece of the discussion will lie in the interaction between the company’s positioning, customers and societal conditions.
The objective is that the student after the module possesses the necessary knowledge on:
The objective is that the student after the module possesses the necessary skills:
The objective is that the student after the module possesses the necessary competences:
For information see §17.
|Name of exam||Marketing|
|Type of exam|
Oral exam based on a projectGroup examination with max. 6 students.
|Permitted aids||As stated in Appendix 2 in the Examination Policies and Procedures.|
|Assessment||7-point grading scale|
|Type of grading||Internal examination|
|Criteria of assessment||The criteria of assessment are stated in the Examination Policies and Procedures|
|Study Board||Study Board of Business Economics|
|Department||Department of Business and Management|
|Faculty||The Faculty of Social Sciences|