Stockholm university
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Principles of Marketing

Principles of Marketing is an introductory course in the subject area of Marketing.

The course introduces students to the Marketing field of study and builds on a traditional consumer marketing approach, which during the course is being challenged by emerging perspectives on services marketing, business-to-business marketing, consumer behaviour, market communication etc. The core of the course is an understanding of the company marketing decision-making process for different applications, including NGOs and public organisations.

The topics discussed in the course include:

  • Marketing strategy
  • The company and its environment, market intelligence
  • Buyer behaviour in consumer and business markets
  • Market segmentation
  • Branding and market communication
  • Product, price and distribution strategy
  • Business ethics and CSR
  • Marketing research
  • The company's perspective on marketing
  • Academic English writing and reading
  • Course structure

    The course workload is 200 hours equivalent to 7,5 ECTS (40 hours per week equivalent to 1,5 ECTS).

    The language of instruction is English.

    Teaching format

    The course consists of a combination of lectures, seminars and group work and requires a significant portion of self-study on the part of students. Assessment for the course will be continuous and is carried throughout the different activities of the course.
    Please note that all teaching and learning activities - such as lectures, seminars, assignments and assessment tasks – are carried out in English when the language of instruction is English.


    Assessment for the course will be continuous and is carried throughout the different course activities. Each assessment task is weighted in relation to its importance in the overall assessment of the course. The student’s results from the different assessment tasks are added up to a total course score that will then translate into the final grade for the course.

    Assessment tasks
    The course contains the following weighted assessment tasks:
    1. Individually written exam.
    2. Group project and presentation.

    After completion of the course, students will receive grades on a scale related to the intended learning outcomes of the course. Passing grades are A, B, C, D and E. Failing grades are Fx and F. A grade Fx can be completed for a grade E.

  • Schedule

    The schedule will be available no later than one month before the start of the course. We do not recommend print-outs as changes can occur. At the start of the course, your department will advise where you can find your schedule during the course.
  • Course literature

    Note that the course literature can be changed up to two months before the start of the course.
  • Course reports

  • Contact

    Course Coordinator:
    Kursansvar: Susanna Molander