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Basics of Marketing

Basics of Marketing

Code: MAR1LF101
Scope: 5 ECTS
Timing: semester 2 for autumn 2018 and spring 2019 beginners, semester 1 for others
Language: English
Curriculum: GLOBBA16
Course level: Basic Studies
Course type: compulsory 

Starting level and linkage with other courses
No prerequisites.

Learning outcomes
You identify and describe key concepts and processes in  marketing. You are able to collect basic customer data to identify customer needs and problems. You identify different dimensions in a small business marketing environment and describe their influence on marketing decisions. You identify and describe marketing mix decisions in a small business.


  • creating customer value and engagement
  • company and marketing strategy
  • analysing the marketing environment
  • marketing information to gain customer insights
  • consumer and business buying behaviour
  • customer value-driven marketing strategy
  • products, services and brands
  • new product development and life cycle
  • marketing channels
  • retailing and wholesaling
  • promotion mix and advertising
  • personal selling and sales promotion
  • digital and social media marketing
  • creating competitive advantage 

Recognising and validating prior learning (RPL)
If you have acquired the required competence in previous work tasks, recreational activities or on another course, you can show the competence with a demonstration and progress faster through your studies. More information and instructions for RPL are available at MyNet.

Cooperation with the business community
Identification and analysis of marketing activities of a small business.

Course contents will make use of international examples and elements.

Course formats
Contact and distant sessions or educationalisation.

Students' performance is graded on the following scale: Excellent (5), Very good (4), Good (3), Satisfactory (2), Fair (1), Fail (0).
Link to the joint assessment grid. The assessment of one’s own learning.

Course teacher(s)
Kevin Gore

Learning materials
Materials to be announced in the implementation plan.