Marketing

The course is included in the second semester of the Bachelor’s Programme in Business and Economics. It is not offered as a freestanding course. The course is open to incoming exchange students.

Department of Business Administration

Marketing is a subject in business administration intended to create value for customers, organisations, as well as for society-at-large. In the course, central concepts, principles, and theories in marketing and how they can be used for analysis and solution of marketing problems are presented and explained.

Central parts that are discussed are marketing environment, marketing strategy and the marketing mix, and how these can create value for organisations, customers, and surrounding society. Sustainability perspectives on marketing activities are introduced and discussed.

Upon completion of the course, the student shall have acquired basic knowledge in the field of marketing and learnt how to deal with marketing issues from different perspectives.

On successful completion of the course the student shall be able to:

1. describe and explain basic concepts, principles, and theories in the field of marketing
2. explain relationships between different basic concepts, principles, and theories in marketing
3. use basic concepts, principles, and theories in marketing for analysis and solution of marketing problems
4. explain and reflect on the role of marketing in society.

Lectures, group exercises, seminars and supervision.

Language of instruction: English

Objectives 1 to 4 are assessed through an individual written examination.

Objectives 3 and 4 are also assessed through oral group exercises and a written submission linked to these.

Due to resource constraints, the group exercises can only be performed and assessed within the course dates.

In addition to compulsory examination elements there can be non- compulsory elements during the course which gives the student possibility to prepare for the individual written examination. From these elements, it is possible to bring bonus points. Students can only participate in the non-compulsory assignments and earn extra points while they are registered in the course.

If a student who has been failed twice for the same examination element wishes to change examiner before the next examination session, such a request is to be granted unless there are specific reasons to the contrary (Chapter 6 Section 22 HF).

If a student has received a certificate of disability study support from the University of Gothenburg with a recommendation of adapted examination and/or adapted forms of assessment, an examiner may decide, if this is consistent with the course’s intended learning outcomes and provided that no unreasonable resources would be needed, to grant the student adapted examination and/or adapted forms of assessment.

If a course has been discontinued or undergone major changes, the student must be offered at least two examination sessions in addition to ordinary examination sessions. These sessions are to be spread over a period of at least one year but no more than two years after the course has been discontinued/changed.

If a student has been notified that they fulfil the requirements for being a student at Riksidrottsuniversitetet (RIU student), to combine elite sports activities with studies, the examiner is entitled to decide on adaptation of examinations if this is done in accordance with the Local Rules Regarding RIU Students at the University of Gothenburg.

The grading scale comprises: Excellent (A), Very good (B), Good (C), Satisfactory (D), Sufficient (E) and Fail (F).

To obtain a pass grade on the course, passing grades are required on the written examination and group exercises, respectively. To determine the final grade, points from the non-compulsory assignments are combined with the points received from the written examination and the group exercises. Any points earned from the non-compulsory assignments are only valid during the course instance (initial exam and two re-exams).

After completion of the course, a course evaluation will be carried out in accordance with the procedures established for the Bachelor's Programme in Business and Economics. The results of the evaluation, together with any resulting changes to the course, will be communicated to the students who participated in the evaluation as well as to those enrolled in the subsequent offering of the course.

The School of Business, Economics and Law has a policy regarding the use of generative AI and similar tools. The application of this policy, together with course-specific instructions for the course, is published on the course’s learning platform.