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xxx4 Marketing Theory



Upon completion of the course, the student will have: 

  • profound knowledge on the background and perquisition of marketing theory (k1), 
  • profound knowledge on how the understanding, theories and dominant thinking within marketing has changed over time and on the current standing of marketing (k2), 
  • profound knowledge on how the business’ market functions, and how customer behaviour is affected by market orientation, network and relations (k3), 
  • the ability to contribute to systematically and scientifically increasing knowledge on the business marketing function (k4) and 
  • profound knowledge about the market and how social challenges and conditions the business faces affects the development within marketing (k5). 


Upon completion of the course, the student can: 

  • critically analyse and relate to the description of marketing functions, theoretical positions and challenges in the research literature (f1), 
  • analyse existing marketing theory and interpret and apply this in the independent work of practical and theoretical problem solving (f2) and 
  • identify and conduct activities that increase the business value (f3). 

General competence 

Upon completion of the course, the student can: 

  • critically reflect on the importance of marketing for businesses and society (g1) and 
  • convey knowledge on marketing conditions in writing (g2).


The following topics are covered. 

  • Market philosophy and the dominating market perspectives 
  • Markets, market surroundings and business conditions 
  • Customer behaviour 
  • Market strategy and the organisation of the marketing 
  • Market orientation and results 
  • Relations and network

Arbeids- og undervisningsformer

The following teaching methods are used. 

  • Lectures 
  • Problem solving 
  • Tutorial videos 
  • Case studies

Obligatoriske krav som må være godkjent før eksamen kan avlegges

  • Students must pass three out of four mandatory course requirements to be allowed to take the exam. 
  • 50% attendance in classes is required.


  • A four-hour individual exam under attendance (60%). 
  • Term paper based on case (40%).

Tillatte hjelpemidler til eksamen

  • A calculator that meets the requirements of the master’s programme.