Syllabus academic year 2009/2010
(Created 2009-08-11.)

Higher education credits: 6. Grading scale: TH. Level: A (Second level). Language of instruction: The course will be given in Swedish. Compulsory for: I4ai. Optional for: E4, E4pe, I4ip, M4. Course coordinator: Ola Alexanderson,, Produktionsekonomi. Prerequisites: MIO012/MIOA01 Managerial economics, MIO071 Economics and Trade (or MIOF01 Marketing and Globalization). Assessment: The examination consists of three parts: written exam, written assignments and a group project which is presented orally and in a written report. The grade is based on the written exam (60%) and the group project (40%). Home page:

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

Skills and abilities
For a passing grade the student must

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.

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