Aim
To develop a comprehension of how the marketing function contributes in creating value, and of how it can integrate the processes of business development and innovation. The course supplements and develops other engineering competences by exposing them to a business context. The course increases the comprehension of industrial, consumer, and relationship marketing.

Knowledge and understanding
For a passing grade the student must

• be able to analyse and describe a company’s marketing function and its marketing strategy, using marketing methods and models. A special emphasis is placed on the marketing functions role in the company’s innovative processes.

Skills and abilities
For a passing grade the student must

• be able to independently create a marketing plan, that includes defining, collecting, analysing and presenting relevant information. Other defined areas that the student is expected to master are: situation analysis, target group analysis, segmentation, and the formulation of marketing programmes.

• be able to use established terminology and clearly communicate with different functional areas within as well as outside the company, regarding marketing issues.

• be able to independently profit from literature within the area of marketing.

Contents
The course includes an overview of different marketing theories, key concepts and models, the marketing process, marketing planning, target group analysis, the organisation of the marketing function, the service encounter and interaction design, market communication and innovation marketing.

Literature
Lehmann, D.R. & Winer, R.S.: Analysis for Marketing planning, McGraw-Hill (latest edition).
Compendium.