MARKETING AND MANAGEMENT – PROGRAMME SUBJECT FOR PROGRAMMES FOR SPECIALIZATION IN GENERAL STUDIES (MFL1-01)

A consumer has many options and choices in a society characterized by strong competition and extensive supplies of goods and services. Expertise on how the market functions on national and international levels and how psychological, social and cultural factors influence consumer behaviour is therefore important. It is also important to be able to assess marketing from an ethical perspective. The subject Marketing and management aims at giving the pupil an increased understanding as to how markets, organizations and management interact.

Marketing and management shall give pupils insight into how organizations work to promote products and influence consumption. The subject shall also promote a better understanding of the roles organizations play in society. Marketing and management shall help pupils gain more knowledge about how an organization functions internally and externally, and shall illustrate the social responsibilities an organization should adhere to.

The subject shall give pupils knowledge about, as well as a practical introduction into, key theories of marketing, marketing strategies and issues related to personnel management. Marketing and management shall help promote an understanding of how theories can be applied to preparing specific marketing strategies and in implementing necessary measures within an organization. Furthermore, the subject shall give an insight into what human resources mean within an organization, and how management develops and establishes frameworks for such resources.

With a point of departure in realistic, practical problems, teaching in the subject shall help pupils develop the ability to use critical thinking, and encourage them to be creative, reflected, solution-oriented and cooperative. Teaching in the subject shall stimulate the desire to learn through close contact with the world of business and industry and motivate for further studies, entrepreneurship, work and life-long learning.