SOL2 Marketing

• Topics

  The course introduces key concepts, theories, and methods, which are subsequently applied to real marketing problems in Norwegian and international companies. Ethical challenges are discussed in connection with all central topic areas and constitute an integral part of the course.

  The lectures will focus on the following topics:

  • Consumer behavior
  • Business buying behavior
  • Market analysis
  • Legal and ethical analysis
  • The strategic foundation of marketing
  • Category selection, market segmentation, and target market selection
  • Positioning
  • Product and innovation decisions
  • Pricing decisions
  • Communication planning
  • Value chain management
  • Marketing planning

• Learning outcome

  The course aims to provide students with knowledge of key concepts, theories, and methods within the field of marketing. Furthermore, students should be able to apply these theories and methods to practical marketing problems.

  Knowledge

  • describe theories, issues, processes, tools, and methods within marketing
  • explain how consumers search for and process information
  • explain how attitudes are formed and influence market behaviour
  • explain how customers (both consumers and organizations) make decisions in the marketplace
  • describe how market information is collected to support strategic and tactical decisions
  • explain how brands can be positioned in a market
  • describe how innovation processes are carried out
  • explain how value chains can be managed to make products and services efficiently available to customers
  • describe how firms communicate products, services, and brands

  Skills

  • analyse customer behaviour, organizational buying behaviour, and market situations
  • conduct and apply market analyses in strategic and tactical assessments
  • apply key models for segmentation, targeting, and positioning
  • evaluate decisions related to product, price, communication, and distribution
  • discuss ethical issues in marketing activities, including how such activities can safeguard business interests while addressing corporate social responsibility and contributing to the UN Sustainable Development Goals

  General competence

  • communicate key subject matter, including theories, issues, and solutions, both in writing and orally
  • exchange views and experiences with others within marketing and contribute to the development of good practice

• Teaching

  The course is taught through plenary lectures and workshop days.

• Credit reduction due to overlap

  SOL2 is the equivalent to SOL010 and students will not get credit for both courses.

• Compulsory Activity

  Approved group-based coursework.

  Previously approved compulsory activity remain valid.

• Assessment

  6-hour individual digital school exam (100%)

• Grading Scale

  A-F

• Literature

  Supphellen, M., Thorbjørnsen, H., & Troye, S.V. (2023). Markedsføring: Verdibasert forventningsledelse, Fagbokforlaget.

  Some additional papers published at Canvas/Leganto during the semester.

• Permitted Support Material

  All written support material permitted (category III)

  Calculator

  One bilingual dictionary (Category I)

  All in accordance with Supplementary provisions to the Regulations for Full-time Study Programmes at the Norwegian School of Economics Ch.4 Permitted support material https://www.nhh.no/en/for-students/regulations/ and https://www.nhh.no/en/for-students/examinations/examination-support-materials/

• Retake

  SOL2 is offered in the autumn semester, with a retake assessment in the subsequent spring semester for students who were registered for the assessment at the time of the exam in a teaching semester and did not receive a passing grade in the course (absence, medical certificate, withdrawal during the exam/interruption, or fail). Students who have obtained a passing grade in the course may only retake the assessment in a teaching semester.