ME1035 Marketing Management 7.5 credits
The course introduces basic marketing core concepts such as needs, wants and demand , segmenting, targeting and positioning (Strategic Marketing) and its tactic implementation through the marketing mix (Product, Price, Promotion and Place). One Strategically creative objective and part of the course examination is the development of a marketing plan with a flavour of strategic and creative marketing realism. The plan may revolve around and outdoor brand such as Patagonia or an induastrial downstream product such as GORE-TEX ingredient brand. In addition great emphasis is put on a blend of theory and guerst lectures from the industry as well as both consumer perspectives and strategy perspectives of the firm. The result is a more holistic 360 degree understanding of Basic Marketing.
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Application
For course offering
Autumn 2024 Start 26 Aug 2024 programme students
Application code
50090
Content and learning outcomes
Course disposition
See the course syllabus.
Course contents
The course contains the following fields:
- Strategic market planning
- Segmentation and positioning
- Purchase processes
- Product strategy
- Market research
- Strategy and planning for marketing, pricing, distribution and communication strategies
Intended learning outcomes
On completion of the course, the student should be able to:
- Account for the meaning of the basic concepts in marketing
- Describe how the practices of the marketing work differ depending on differences in business environment
- Describe how the different stages in a purchasing process can be influenced by the selling company's actors as well as how a final decision to buy is made
- Apply the basic analytical tools of marketing in a situation similar a real industrial case study
- Carry out a project presentation according to a good market-oriented communication practice
Literature and preparations
Specific prerequisites
General admission requirements
Recommended prerequisites
Equipment
Literature
Course literature will be announced at the start of the course.
Examination and completion
If the course is discontinued, students may request to be examined during the following two academic years.
Grading scale
Examination
- PRO3 - Project, 4.5 credits, grading scale: A, B, C, D, E, FX, F
- TEN1 - Written exam, 3.0 credits, grading scale: A, B, C, D, E, FX, F
Based on recommendation from KTH’s coordinator for disabilities, the examiner will decide how to adapt an examination for students with documented disability.
The examiner may apply another examination format when re-examining individual students.
Other requirements for final grade
TEN1 and PRO3 have requirements of compulsory attendance.
Opportunity to complete the requirements via supplementary examination
See the course syllabus.
Opportunity to raise an approved grade via renewed examination
Decided by the examiner.
Examiner
Ethical approach
- All members of a group are responsible for the group's work.
- In any assessment, every student shall honestly disclose any help received and sources used.
- In an oral assessment, every student shall be able to present and answer questions about the entire assignment and solution.
Further information
Course room in Canvas
Offered by
Main field of study
Education cycle
Add-on studies
See the course and program directory.
Contact
Transitional regulations
Students from previous cohorts will be offered individual exams as they no longer have the opportunity for group work.