ENT 4320 Marketing Management Course Information Arild Aspelund

ENT 4320 Marketing Management Course Information Arild Aspelund Adjunct Professor, Ui. O

Course Plan 2 Main Activities and a Term Paper • Lectures – Will offer you basic understanding for marketing management, but they are only a supplement to course readings. Lectures will focus the course content and thereby prepare you for your exam. • Cases and assignments – Provide you with a few, but excellent, examples of good marketing management. And some classic problems to reflect on… • Term Paper – A market plan summarizing your work over the semester

Assignment 1 • Find a group! – These groups should last for the semester • Discuss various possible products to base your market plan on – Choose one! • Run a focus group on the market challenges for this product • Choose a ‘research question’ to solve in the term paper • Deliverable: – Group members – ½ page summary of product choice and research question – Delivered to Eira on email

Assignment 2 • Design a quantitative survey for your product and research question • Discuss and select a market research strategy • Run it! • Deliverable: – Your survey questionnaire – 1 page summary of the group’s market research strategy – Delivered to Eira on email

Assignment 3 – The Term Paper • Write a market plan for your product • Maximum 25 pages (all included) • Deliverable: – Final market plan (the term paper) delivered on December 9 th at 12. 00 – Two binded copies delivered at the Center for Entrepreneurship – PDF on email to Eira

Course Readings • “Marketing Management” by Kotler, Keller, Brady, Goodman and Hansen • Cases and assignments • There might be given supplementary literature. This will be distributed by email or on Fronter.

Course Teachers • Lecturers – Arild Aspelund • Email: arild. aspelund@iot. ntnu. no – Eira Larsen van der Berg • Email: e. l. v. d. berg@sfe. uio. no