| TEIE56 |
Market Communication, 6 ECTS credits.
/Marknadskommunikation/
For:
FT
GDK
SL
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Prel. scheduled
hours: 48
Rec. self-study hours: 112
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Area of Education: Social Science
Main field of studies: Graphics Design and Communication
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Advancement level
(G1, G2, A): G1
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Aim:
After completing the course the student will be able to:
- describe and explain central concepts within mass marketing, industrial (B2B) marketing and service marketing with a special focus on market communication and external audits
- analyse a company and its context from a marketing perspective
- develop a market analysis and explain how it is done.
- communicate market-oriented analyses and reasoning
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Prerequisites: (valid for students admitted to programmes within which the course is offered)
Business economics
Note: Admission requirements for non-programme students usually also include admission requirements for the programme and threshhold requirements for progression within the programme, or corresponding.
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Supplementary courses:
Corporate Identity and Branding
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Organisation:
The course is of a problem-solving character with a focus on marketing planning with the sub-theme market communication. The tuition is in the form of lectures, cases and a supervised project work (groups). The aim of the project work is to establish a marketing plan. The marketing plan should cover the basics in market analysis. The project work is part of the examination.
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Course contents:
The central elements in the course concern how a company should act on the market and communicate with the market through a marketing plan. Aspects discussed in the course are, among others: - the market environment - actors and forces - buyer behaviour - market segmentation and product positioning - the offering (products, price etc.) and its design - branding, market communication and marketing channels. Some emphasis is on how the offer is communicated with the market, how it reaches the customer and how information on and from the market should be evaluated. How a company or an organization acts differs depending on buying situation and if the purchase concerns consumer goods, industrial goods or services in various market environments.
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Course literature:
Jobber, D och Fahy, J: Foundations of Marketing, McGraw-Hill 2008 or later edition.
Articles and OH-material.
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Examination: |
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Project work
Oral and written examination.
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3 ECTS
3 ECTS
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UPG1 consists of a number of smaller tests during the course. |
Course language is Swedish.
Department offering the course: IEI.
Director of Studies: Johan Holtström
Examiner: Daniel Ellström
Link to the course homepage at the department
Course Syllabus in Swedish
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