ENT4320 Marketing Management Course Information Arild Aspelund Adjunct Professor, UiO

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

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

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 –Two binded copies delivered at the Center for Entrepreneurship –PDF on 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 or on Fronter. And finally, I’ll need a reference group…

Course Teachers Lecturers –Arild Aspelund –Eira Larsen van der Berg