IDR804-007 Think like a Marketer (Autumn 2018)
- ECTS Credits:
- 3
- Responsible faculty:
- Avdeling for økonomi og samfunnsvitenskap
- Campus:
- Molde
- Course Leader:
- Harald Klaus Dolles
- Teaching language:
- English
- Study level:
- {code=HN, name=Second degree level}
- Duration:
- ½ year
Table of contents
Contents
Who is the customer? How do I win attention and trust? What philosophies and principles guide the modern marketer? How to reach a balance between customers¿ interest, competition and your offering in an ever changing environment? How to craft a strategy and a marketing communications plan? What is the international reach of those strategies and plans? Which "P" of the 4 P's of marketing is the most important? And what if the product is a service or a relationship? Any difference of marketing a sports product or any other product through sports?
Introducing the toolbox of the sport marketing manager
During this seminar we will walk a while in the marketer¿s shoes. This will contribute to not only a general, integrated understanding of the principles of business and marketing. You will also be provided with a marketers¿ toolbox (structure) and some of the most useful tools (models) of today.
Sport Marketing includes many actors with different roles in the value creating process. Brand owners as advertisers and sponsors, clubs, teams and athletes as suppliers, TV-channels and other media vehicles buying rights and selling space, influencers and fans communicating directly in social media etc. This can all be seen as exchange processes with money and attention as two of the main ingredients. Who is the buyer and who is the seller in this game?
Lecturer:
Prof. Ola Feurst (PhD) has a comprehensive international experience from both the business and academic worlds. 25 years teaching marketing at Stockholm Business School, Marknadsakademien and Executive MBA programs in China, USA and Europe.
The course is connected to the following study programs
The student's learning outcomes after passing the exam
On completion of the seminar unit, successful students will be able to:
- Describe main theories in marketing management
- Describe main tools for crafting marketing strategy and tactics
- Outline and present a contemporary marketing concept application
- Outline and present a case on sport marketing communications
Forms of teaching and learning
Exam
- Form of assessment: Home assessment
- Proportion: 40%
- Duration: After seminar -
- Grouping: Individual
- Grading scale: Letter (A - F)
- Support material: All printed and written supporting material
- Form of assessment: Home assessment
- Proportion: 60%
- Duration: During Seminar -
- Grouping: Group
- Grading scale: Letter (A - F)
- Support material: All printed and written supporting material