Course syllabus for Market management

Course syllabus adopted 2025-02-06 by Head of Programme (or corresponding).

Overview

  • Swedish nameMarknadsplanering
  • CodeTEK531
  • 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 60128
  • Maximum participants65
  • Open for exchange studentsNo
  • Only students with the course round in the programme overview.

Credit distribution

0125 Project 3 c
Grading: UG		 3 c
0225 Examination 4.5 c
Grading: TH		 4.5 c

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

This course consists of a combination of lectures, exercises, and a group project aimed at developing a comprehensive marketing plan.

Lectures: The lectures provide an introductory overview of the course material. Students are expected to take significant responsibility for their own learning through in-depth study of the course literature, which will form the basis for further understanding and application.

Exercises: The exercises are designed to reinforce learning through case studies, task-solving, and discussion seminars. Some exercises may require preparation beforehand and may be mandatory for course participation. These activities offer practical insights and collaborative learning opportunities.

Group Project: Throughout the course, students will work in groups to design a marketing plan. This project will involve both the creation and presentation of the marketing plan, which will be discussed with instructors and peers. There will be several mandatory reporting and discussion sessions throughout the course to support the development of the project.

The final submission of the marketing plan will be in written form and will be assessed. Peer reviews of the marketing plan (the whole or parts) may also be conducted to encourage collaborative feedback.

The marketing plan is a crucial document that outlines the company's marketing strategy. It specifies the conditions, goals, and activities to achieve the desired marketing outcomes during the upcoming period. Students are expected to present their marketing plans clearly, ensuring that they are comprehensive and strategically sound.

Mandatory Elements: Some components of the course may be designated as mandatory and will be outlined in the detailed course schedule. Active participation and preparation for these mandatory activities are required for them to be considered complete. Please note that project reports are always mandatory, regardless of whether they are explicitly mentioned in the schedule.

Literature

See the course website for current literature and information.

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 about disability study support.