Course syllabus for Marketing

Course syllabus adopted 2021-02-02 by Head of Programme (or corresponding).

Overview

  • Swedish nameMarknadsföring
  • CodeTEK530
  • Credits7.5 Credits
  • OwnerTAFFS
  • Education cycleFirst-cycle
  • Main field of studyIndustrial Engineering and Management
  • DepartmentTECHNOLOGY MANAGEMENT AND ECONOMICS
  • GradingTH - Pass with distinction (5), Pass with credit (4), Pass (3), Fail

Course round 1

  • Teaching language Swedish
  • Application code 60111
  • Maximum participants50
  • Open for exchange studentsNo
  • Only students with the course round in the programme overview.

Credit distribution

0115 Project 3 c
Grading: UG		0 c0 c0 c3 c0 c0 c
0215 Examination 4.5 c
Grading: TH		0 c0 c0 c4.5 c0 c0 c
  • 11 Okt 2024 am J DIG

In programmes

Examiner

Eligibility

General entry requirements for bachelor's level (first cycle)
Applicants enrolled in a programme at Chalmers where the course is included in the study programme are exempted from fulfilling the requirements above.

Specific entry requirements

The same as for the programme that owns the course.
Applicants enrolled in a programme at Chalmers where the course is included in the study programme are exempted from fulfilling the requirements above.

Aim

The course aims to give students basic knowledge about market analysis and planning of marketing activities.

The course covers how to analyze markets and to create a marketing plan. Central concepts, models and analyzes, as market size, growth, competition, etc., are treated. The active choices that organizations need to do, like choosing marketing strategy and customer segments, in their marketing efforts are addressed.

Learning outcomes (after completion of the course the student should be able to)

At a basic level, design a marketing plan by
  • Point out, separate, structure and analyze important information about markets when designing market plans.
  • Investigate and analyze the needs and behavior of stakeholders from a marketing perspective.
  • At a basic level, design market offers.
  • Choose, explain and use common models in marketing.
  • Expound strategic alternatives in marketing.
  • Extract and exemplify how marketing of services differ from marketing goods.
  • Extract and exemplify how market planning and marketing work on a business to business market differs from mass marketing.

Content

The course takes off with the perspective that the market is an environment in which the company operates. This environment provides opportunities and demands for adaptation. The course aims to offer the student the opportunity to acquire basic knowledge about planning for marketing work, including analysis of markets, choice of market strategies and design of market offers.

The course begins with a section that introduces the concept of "market" and presents important actors and different competitive situations. This section deals with concepts and models that are used to describe markets as well as topics that are important for identifying the conditions to consider, such as describing competition, competitors, groups of customers etc.

The description of the market is followed by a section that addresses the companies' choices and decisions on market orientation, such as choosing strategies and target customer to focus on and how the direction could be carried out.

Decisions made is made explicit by development of a market offer that meet the criteria set by the environment. A section presents models of the components in market offers and their design.

Marketing between organizations and marketing of services and how these differ from a general situation is addressed specifically.

Organisation

The marketing plan is a central concept in marketing. It contains a description of the market environment, choices made and the market offer, including planned activities. During the course the students are expected to carry out a project, group wise, which means designing a marketing plan. The design and content of this is presented to and discussed with the teachers during the course, at least during compulsory occasions for presenting progress. The project is also reported by submitting a written marketing plan that is assessed.

Other scheduled learning moments consist of lectures and exercises. The lectures are introductory and the students are expected to take responsibility for in-depth study through use of literature and their own search for information.

Compulsory events can be part of the course and are stated in the detailed schedule. Both preparation for and active participation during such event is requested to be approved. Occasions to report on the project are always mandatory, regardless of whether this is stated in the schedule.

Literature

Presented at the course's web site two weeks before the course starts.

Examination including compulsory elements

The course examination involves three parts:
1. Passed project work
2. Passed exam.
3. Passed compulsory parts of the course.

To pass the course, the students need to perform passed results on each part. The level of the final grade is set by the result on the exam.

The project work is done in groups and includes a written report, oral presentations and could include opposition of another group's report.

Alternative forms of examination can be used in special cases.

The course examiner may assess individual students in other ways than what is stated above if there are special reasons for doing so, for example if a student has a decision from Chalmers on educational support due to disability.