AU kursuskatalog arkiv

IC FM Fundamentals of Marketing ( forår 2010 - 5 ECTS )

Rammer for udbud

• Uddannelsessprog: engelsk
• Niveau: Bachelor of Arts
• Semester/kvarter: 2nd semester
• Timer per uge: 3 approx.
• Deltagerbegrænsning: -
• Undervisningssted: Herning
• Hovedområde: Det Samfundsvidenskabelige Fakultet
• Udbud ID: 22952

Formål

The primary aim of the course is to provide students with introductory knowledge to understanding marketing practice and marketing fundamentals. In order to make the right marketing decisions and effectively promote a company's products, you will have to understand what marketing planning is and how it works in a modern organization.

Before you can effectively communicate with a company's customers you will have to understand and analyze who they are, where they are, what preferences they have and how you can influence them to purchase the company's products. To do this you will also have to analyze and understand consumer behavior and organizational decision making etc.

Indhold

To achieve this aim, students have to acquire the following qualifications:

• a) Knowledge about:
• Marketing in the modern organization
• Marketing planning
• The marketing environment
• Marketing ethics and corporate social responsibility
• b) Proficiency in:
• Understanding consumer behavior
• Understanding organizational buying behavior
• Conducting marketing research and understanding marketing information systems
• o Research design and methods
• o Questionnaire design
• o Sampling fundamentals
• Conducting market segmentation and positioning
• Making marketing mix decisions
• o Product marketing - product strategy
• o Pricing strategy
• o Promotion strategy - advertising and other promotional mix methods
• o Place and distribution strategies
• o Introduction to digital marketing

Faglige forudsætninger

None

Underviser

-

Undervisnings- og arbejdsform

30 lessons which combine theory with practical assignments

English

Litteratur

 To be announced at the beginning of the course

Studieordning og bedømmelse

Bacheloruddannelsen i international communication and multimedia

• Hj.opg. + mdt. ind., bedømt efter 7-skala med intern censur

EXAM

During the semester, the students will write a semester project combining the courses Fundamentals of Marketing, Organisational Communication, Intercultural Studies and Media Production II. The topic of the project will be given by AU-IBT and the students should demonstrate their knowledge about and proficiency in The Fundamentals of Marketing.

 A randomly selected number of students may attend an oral examination based on the report and the syllabus.

The report and the oral examination are assessed by the teacher and an internal censor.

Students receive one mark according to the Danish 7-point scale

  RE-EXAM

Students failing to obtain the mark 02 at the ordinary exam will have to sit for a 20-minute re-examination. The time and date of the re-exam will be determined by AU-IBT. 

One day before the oral re-examination the student draws a subject with related questions in Fundamentals of Marketing. The student prepares an oral presentation based on the principles of Rhetorical Communication and the usage of OHP, PowerPoint etc. The student's presentation is followed by a discussion about the subject and the related questions from the syllabus as well as the student's choice of limitation and focus.

Elements from the curriculum will be included.

The examination lasts for 20 minutes including the teacher's and the internal censor's evaluation of the student's performance.

The student will receive one mark according to the Danish 7-point scale