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HÖGSKOLAN I HALMSTAD KURSPLAN Telefon 035•16 71 00 • www.hh.se Sektionen för ekonomi och teknik Sida 1 (2) Kurskod: FÖ2020 / 1.1 Marknadsföring 7,5 hp Marketing 7.5 credits Grundnivå Progression: 1•30 Huvudområde: Företagsekonomi, grundnivå, har endast gymnasiala förkunskapskrav (G1N) Kursplanen är fastställd av styrelsen för Sektionen för ekonomi och teknik (2006•10•11) och gäller studenter antagna höstterminen 2007. Kursens inplacering i utbildningssystemet The course is included in the European Business Programme, 180 credits, and as a single subject course. Behörighetskrav The requirement for Swedish language is waived for students who otherwise ful ll eligibility requirements by virtue of pre• vious studies outside Sweden. Kursens mål The purpose of the course is to, mainly on a tactical level, provide basic and general knowledge in marketing. The ob• jective is that the student will be able to understand the basic and general marketing issues relevant for a marketer and will also be able to know the opportunities and constraints, which macro and micro factors present for a marketer. The following learning outcomes are striven after: Knowledge and understanding • Understand some basic concepts and models and their relevance for marketing • Have some basic and general knowledge of why and how a marketer considers and implement marketing decisions. Skills and ability • Demonstrate an ability to be able to apply basic con• cepts and models to analyze marketing cases • Try to, through critical and systematic thinking, use the acquired theoretical knowledge in marketing to sug• gest alternative solutions to simple marketing issues at various situations • Share the knowledge acquired in marketing, systema• tically and comprehensibly, with others . Valuation ability and attitude • Argue convincingly for one's standpoint at all times, but take constructive criticisms and modify one's stand• point when need be • Respect and learn from others, as one interacts with other actors with different opinions and backgrounds. Kursens huvudsakliga innehåll The primary content is to enable a student to have un• derstanding for the basic concepts and models in marketing, which will help a marketer to understand his/her markets and how to win and retain customers vis•à•vis competitors' actions. Armed with the basic concepts and models, stu• dents will work with cases that have practical relevance for their learning. The course also serves to prepare students for further studies in marketing. Undervisning Learning and teaching consist in lectures and semi• nars/exercises. Seminars are compulsory. Teaching is con• ducted normally in English. But, the course is also provided in Swedish for different student groups. Examination Som betyg för hel kurs används något av uttrycken Under• känd, Godkänd eller Väl godkänd. There will be a written examination, which will be gra• ded. In addition to that, individual or group assignments will also be graded. The overall grades of fail, pass and pass with distinction will be awarded for the course. Upon completion of a course, the students has the right to sit an examination up to a maximum of four times. Kursvärdering I kursen ingår kursvärdering. Denna ska vara vägledande för utveckling och planering av kursen. Kursvärderingen ska dokumenteras och redovisas för studenterna. Sida 2 (2) FÖ2020 / 1.1 Kurslitteratur Armstrong, G., Kotler, P., Saunders, J., and Wong, V: Principle of Marketing, 4th edition Pearson Prentice Hall, London, 2005. ISBN 0273 68456 6