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

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carry out a Competition Analysis
evaluate an organization's future progress with a point of departure in a Situation Analysis and Competition Analysis
carry out a marketing survey, and present the results in written, oral and digital form
prepare, analyze and interpret gathered data with the help of digital tools
evaluate possible sources of errors and ethical problems when undertaking market surveys

elaborate on and discuss the function of brand name creation and its role in decision-making progress for producing a product
give an account of the meaning of the concepts brand elements and brand value, and analyze the significance of the brand name for market positioning
give an account of psychological pricing, price sensitivity and price elasticity
calculate prices with the help of value-based and cost-based pricing strategies
elaborate on and discuss the different forms of vertical and horizontal integration
elaborate on and discuss power and independence in a distribution system
give an account of electronic purchasing as a part of a distribution system
evaluate and suggest relevant distribution strategies for an organization
elaborate on and discuss the advantages and disadvantages of the various forms of media, and substantiate their choice of media mix
suggest a realistic communication strategy, with a point of departure in the distinctive features of a market, organization and product
evaluate how product, price, distribution and market communication can be used as an aid to improving competition factors

give an account of the role and significance of personnel and management within an organization
discuss the possible consequences of personnel conflicts, and how such conflicts can be handled
elaborate on and discuss how job performance reviews can be used as tools in working with personnel
evaluate how an organization can work strategically with planned recruiting, motivation, skills development and evaluations
evaluate measures to motivate and develop personnel as part of internal organizational marketing

formulate a vision, a business idea and an overall objective for an organization
formulate marketing goals by means of a goals hierarchy
use an expansion matrix as a link in designing an organizational strategy
prepare a simple market strategy directed at the consumer market, with a point of departure in means of competition
present an activity plan and a simple budget in order to carry out the activities of the market plan
explain how organizations can control and evaluate their marketing activities

give an account of what is meant by economic sustainability in business operations
elaborate on and discuss organizational social responsibility based on ethical & business perspectives
evaluate the relationship between an organization's social responsibility and its reputation
formulate goals for organizational social responsibility and prepare a company's ethical guidelines

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