Marketing Management





Offered by

Global Business Engineering




None apart from general admission requirements to the GBE education.

Main purpose

The purpose of the course is to obtain a wide knowledge in marketing management and develop skills in order to be able to write a complete marketing plan for any business/organisation and product/service using relevant theories and models to identify, design and choose between alternative operative, tactic and strategic marketing possibilities.


The students are introduced to core theories and models within marketing management to be able to analyse:
  • markets, market demand, a company’s marketing environment and its current strategy
  • the concepts of customer value, satisfaction and loyalty as the basis for all successful marketing strategies
  • the competitive environment in which the company operates
  • customer behavior and how purchase decisions are made at the individual, group and organizational level
  • segmentation criteria, target group definition and what constitutes a competitive marketing positioning strategy
  • the key components of the marketing mix: Product, price, promotion and place.


At the end of this course, and having completed the essential reading and activities, the students should be able to
  • apply core theories and models within marketing management to practical marketing problems while acknowledging their use and limitations
  • carry out a full and detailed situation analysis by applying key theories and models like a PEST analysis, Porter’s 5 Force analysis and model for competitive strategies
  • identify key market and customer trends with their possibilities and threats
  • analyze customer behavior in both consumer and business markets, determine customer needs and determine how product purchase decisions are made
  • segment markets in order to determine appropriate target groups and to develop a fitting strategy and positioning to cover their needs while being competitive
  • execute the strategy with an effective marketing mix comprising concepts such as brand equity, product strategy, product life cycle management, service management for services, choosing an appropriate pricing strategy, managing distribution channels and mass/personal/digital communication. 


After a successful completion of the course the student will be able to
  • analyse any market in terms of conducting a PEST analysis, an analysis of the competition, developing an understanding of customer behavior in both B2B and B2C markets and overall market trends and developments
  • based on the above analysis of the marketing environment, design a competitive marketing strategy encompassing segmentation, target group definition and positioning
  • based on the chosen strategy, develop an effective marketing mix in terms of product, price, promotion and distribution strategies to implement the marketing strategy
  • based on market analysis and suggested strategy, design and illustrate suggestions for concrete marketing activities.



Teaching methods and study activities

Duration: 1 semester - 137,5 hours of student work load.
Activities during the course: Dialog based teaching, class discussions, group work, cases, presentations, individual and group home assignments.
Participation of lecturer and students
Initiated by the lecturer
44 hours-  32 %
  • Lessons, scheduled
  • Possible excursions
  • Possible guest lecturer
  • Project guidance
  • Exams and tests
Participation of students
Initiated by the lecturer
61,5 hours - 45 %
  • Assignments, self-study
  • Project and group work
  • Homework and preparation for exams
  • Evaluation of the teaching
Participation of students
Initiated by students
30 hours - 22 %
  • Homework and preparation for exams
  • Self-study
  • Project work
  • Study groups
  • Literature search

Participation of lecturer and students 
initiated by students
2 hours - 1 %

  • Meetings
  • Study guidance



Principles & Practice of Marketing, latest edition
David Jobber & Fiona Ellis-Chadwick
Publisher: McGraw-Hill


Permit criteria for attending examination:


Written examination

External examiner
Duration: 4 hours
Allowed tools: Course literature, personal notes, laptop (no internet) and calculator.

Please note that re-examinations may take a different form than the ordinary exams.

Grading criteria

Written exam accounts for 100 % of final grade.
The lecturer may change grading criteria to include or exclude other activities as part of the final grade, including for example one or more test.

Additional information



Elo Simoni (ELO)

Valid from

8/15/2019 12:00:00 AM

Course type

Global Business Engineering Classic
Business and Management