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ENT4320 Marketing Management

ENT4320 Marketing Management. Course Information Arild Aspelund Adjunct Professor, UiO. Course Plan. 2 Main Activities and a Term Paper Lectures

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ENT4320 Marketing Management

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  1. ENT4320Marketing Management Course Information Arild Aspelund Adjunct Professor, UiO

  2. 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 • Provideyouwith a few, butexcellent, examplesofgood marketing management. And someclassic problems to reflecton… • Term Paper • A market plan summarizing your work over the semester

  3. 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

  4. 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

  5. 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 9th at 12.00 • Two binded copies delivered at the Center for Entrepreneurship • PDF on email to Eira

  6. Course Readings • “Marketing Management” byKotler, Keller, Brady, Goodman and Hansen • Cases and assignments • There might be given supplementary literature. This will be distributed by email or on Fronter. • And finally, I’ll need a reference group…

  7. 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

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