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| TEIM06 | Basic Marketing, 3 p (sw) /Grundläggande marknadsföring/ Advancement level: C | |
| Aim: The course gives an introduction to marketing and the marketing process especially in the industrial company. It will provide the students with a basic understanding of marketing in theory and practice. They will also be able to solve simple problems related to marketing and work out marketing activities.Prerequisites: TEIE08 Basic Course in Industrial Economics or TEIE09 Financial Control SystemsCourse organization: The course is based on lectures and seminars. An important part of the seminars are cases that are solved and discussed in groups. This part is guided by a tutor. The cases are also part of the examination.Course content: The content is focused on how the selling company should act on the market and especially towards its customers. 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 - market communication and marketing channels The course consists of three parts: consumer marketing, industrial marketing and service marketing. In each part the basic theories are presented and practical examples in form of cases are discussed.Course literature: (With reservation for changes) Kotler, P. et al: Principles of Marketing. The European Edition, 1998 Hammarkvist, K-O, et al: Marknadsföring för konkurrenskraft, 1994, 1995. Collection of articles. | ||
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