ENT4500 Value creation through marketing Emneplan

None

After completing the course, the student should have the following overall learning outcomes defined in terms of knowledge, skills and general competence:

Knowledge

The student has in-depth knowledge of

• key marketing theories
• key analytical frameworks and tools used to understand customers' needs and to solve marketing problems
• the contents of the marketing plan
• market segmentation, target marketing, and positioning strategies
• the marketing mix concept for products, services, and ideas

Skills

The student is able to

• utilize information about a firm’s external and internal marketing environment to identify and prioritize appropriate marketing strategies
• develop products and services to solve challenging problems in a highly uncertain environment, often under considerable time constraints with limited resources
• analyze buyer/user behavior to create value for both company and customers
• put together their own business and marketing plans that articulate and apply financial, operational, organizational, market, and sales knowledge
• use pricing strategies to enhance marketing of products and services
• use distribution channels to market an organization’s products and services effectively
• understand how organizations use integrated marketing communication to support their marketing strategies
• evaluate and act upon the ethical and environmental concerns linked to marketing activities

General competence

The student is able to

• identify, define, and analyze problems and create solutions
• critically assess existing understanding and recognize the need to regularly challenge all knowledge
• identify and apply new ideas, methods, and ways of thinking
• respond effectively to unfamiliar problems in unfamiliar contexts
• advance reasoned and factually supported arguments effectively in written work and oral presentation
• work effectively with others, capitalizing on different ways of thinking, experience, and skills
• identify and evaluate social, cultural, global, ethical, and environmental responsibilities and issues
• demonstrate skills in time management

This course aims to enable students to understand the research process in the broad field of management and the specific requirements of entrepreneurship and innovation research. The course provides opportunities for students to plan, carry out and communicate research projects for their project work as well as for their master’s thesis. In particular, the course aims to cover current qualitative research designs and tools for innovators and entrepreneurs as well as knowledge about how to interpret quantitative research designs. Particular attention is given to participant-oriented and practice-oriented research such as action research, phenomenology, ethnography, qualitative experiments and narrative methods. Case study as an overarching research design that enables bridging theory and practice. The course goes back to the classics in qualitative theory and moves on to applications in innovation and entrepreneurship research.

Language of instruction is Norwegian.

The following coursework requirements must have been approved in order for the student to take the exam:

• Coursework 1: Preliminary outline and in-class presentation of the strategic sections (G and S sections, including Executive summary and Situation Overview, from the G-STIC outline in the textbook) of the Marketing plan that students will be submitting for the group-project part of the exam for this course. The presentation shall be maximum 15 minutes. The objective of this work requirement is to ensure that each student group has satisfactory progress toward delivering a complete marketing plan for their chosen project. The work requirement contributes to several key learning outcomes such as knowledge and skills necessary to use analytical frameworks and tools used to understand customers' needs and to solve marketing problems, and more general competencies such as learning to identify, define, and analyze problems - and create solutions.
• Coursework 2: Individual reflection paper from marketing simulation exercise of maximum 800 words. In the individual reflection paper the students are required to discuss whether the learning outcomes from the marketing simulation are relevant to their work with their chosen company's marketing plan. The objective of this work requirement is to ensure that students reflect on important learning outcomes such as putting together their own business and marketing plans that articulate and apply financial, operational, organizational, market, and sales knowledge to identify paths to value creation. To carry out the marketing simulation exercise the students must individually purchase a license. Students who do purchase a license will be given alternative coursework requirement by the teacher.

The students can hand in their coursework in Norwegian or in English.

All required coursework must be completed and approved by the given deadline before the student may take the exam. If the coursework requirement is not approved, the student will be given one opportunity to submit an improved version within an extended deadline.

For å fremstille seg til eksamen må følgende oppgaver være utført og godkjent:

Ta utgangspunkt i et tema som er relevant for nåværende utdanning, eller fra praksis. Formuler en kvalitativ og en kvantitativ problemstilling knyttet til dette temaet. Velg en av problemstillingene, og drøft den med utgangspunkt i 1-2 selvvalgte forskningsartikler med samme tematikk. Skisser et forskningsdesign og presenterer en relevant metode, samt et mulig utvalg som kan være egnet til å besvare problemstillingen. Identifiser en forskningsetisk problemstilling knyttet til dette temaet

• Utføres i gruppe på normalt 4-6 studenter.
• Omfang: 1500 ord (+/- 10 %).
• Pensum skal anvendes i besvarelsen.
• Muntlig fremlegg i gruppe.
• Studentene får muntlig tilbakemelding fra medstudenter og muntlig tilbakemelding fra faglærer.

Det legges opp til stor grad av studentaktiv læring. Studentene arbeider på følgende måter:

• seminarer og forelesninger i plenum - faste lærere og aktuelle gjesteforelesere
• undervisning i grupper med gjennomgang av praktiske oppgaver
• praktisk opplæring i journalistisk og fotojournalistisk metode
• gruppearbeid med oppgavegjennomgang i plenum
• individuell oppgaveløsning med tilbakemelding fra lærer og/eller medstudent
• hospiteringsperiode i et regionalt mediehus

Undervisningen foregår fysisk, på campus.

Line Christoffersen

The exam papers are assessed by one internal and one external examiner.

At least 25 per cent of the exam paper is assessed by two examiners. The grades awarded for the papers assessed by two examiners form the basis for determining the level for all the exam papers.

After completing the course, the student should have the following overall learning outcomes defined in terms of knowledge, skills and general competence:

Knowledge

The student has knowledge of

• Misinformation, disinformation and fake news
• Journalistic verification and fact-checking practice
• Transformations in platforms approaches to fact-checking
• Source criticism
• Visual literacy

Skills

The student

• can perform fact checking
• can critically reflect on concepts like disinformation and fake news
• has advanced skills in source criticism

General competence

The student

• is competent in media and visual literacy
• can critically reflect on the possibilities and limitations of journalists and fact-checkers as conveyers of facts and truths