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

Laid down as a regulation by the Norwegian Directorate for Education and Training on 27 February 2006, as delegated in a letter of 26 September 2005 from the Ministry of Education and Research pursuant to the Act of 17 July 1998 no. 61 relating to primary and secondary education (Education Act) Section 3-4 first paragraph.

Gjelder fra: 2006-08-01T00:00:00 +2

Gjelder til: 2016-07-31T00:00:00 +2

Purpose

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.

Structure

Marketing and management comprises two programme subjects: Marketing and management 1 and Marketing and management 2. Marketing and management 2 builds on Marketing and management 1.

These programme subjects have been structured into main subject areas, for which competence aims have been formulated. The main subject areas complement each other, and should be viewed in relation to one another.

Overview of the main subject areas:

Programme subject	Main subject areas
Marketing and management 1	The market and target groups	Psychology and buying behaviour	Situation analysis and market information	Means of competition	Organization and management
Marketing and management 2	Situation analysis and market information	Means of competition	Human Resources development and management	Market strategy and market planning	Ethics and social responsibilities

Main subject areas

The market and target groups

The main subject area Market and target groups is concerned with the characteristics of the consumer market, professional and international markets, and how these can be divided into target groups.

Psychology and buying behaviour

The main subject area Psychology and buying behaviour covers how psychological, social and cultural factors influence buying behaviour in the consumer market, and how cultural conditions influence buying behaviour in professional and international markets.

Situation analysis and market information

Marketing and management 1

The main subject area Situation analysis and market information is concerned with mapping out and analyzing the organizations' internal and external working conditions. It also covers how different methods are used for gathering information.

Marketing and management 2

The main subject area Situation analysis and market information is concerned with the use of Situation and Competition Analyses as grounds for decision-making for goal-setting and strategies. Central to this main subject area is designing and use of market surveys.

Means of competition

Marketing and management 1

The main subject area Means of competition is concerned with the use of competitive means, product, price, distribution and market communication within the consumer market. Important aspects of this main subject area are found in the product concept, methods for establishing prices, different forms of communication and how a product can be made accessible or available to the market.

Marketing and management 2

The main subject area Means of competition is concerned with how product, price, distribution and market communication can be used as an aid to improving competition factors in the consumer market. Central aspects of this main subject area are brand name creation, establishing prices, distribution strategies and communications strategies.

Organization and management

The main subject area Organization and management is concerned with how organizations are built up. This main subject area also covers analysis of corporate culture and measures that a manager can initiate to develop an organization's corporate culture.

Human Resources development and management

The main subject area Human Resources development and management is concerned with the meaning of human resources in an organization. This main subject area also discusses personnel issues and managerial work within an organization.

Market strategy and market planning

The main subject area Market strategy and market planning is concerned with strategic thinking and planning directed toward the consumer market.

Ethics and social responsibilities

The main subject area Ethics and social responsibilities is concerned with the social responsibility of organizations, from an ethical and business perspective. The relationship between social responsibility and an organization's reputation is also an important theme in this main subject area.

Teaching hours

Teaching hours are given in 60-minute units:

Marketing and management 1: 140 teaching hours per year

Marketing and management 2: 140 teaching hours per year

Basic skills

Basic skills are integrated into the competence aims for this course in areas where they contribute to the development of and are a part of the basic subject competence. In the Marketing and management programme subject, basic skills are understood as follows:

Being able to express oneself orally in Marketing and management involves being able to present and substantiate professional themes and one's own work to small groups and large assemblies. This means being able to reflect on, discuss and argue in relation to relevant themes and problems in the subject area, and to be able to communicate with external collaborators.

Being able to express oneself in writing in Marketing and management involves describing, explaining and reflecting on subject area themes. It involves being able to discuss, elaborate and substantiate choices, solutions and suggestions. It also involves formulating written summaries and reports associated with subject-specific themes and tasks.

Being able to read in Marketing and management involves exploring, interpreting and applying sources that is concerned with themes in these subject areas, and gaining insight into problems on the basis of situation descriptions. It also means staying updated on professional developments by means of newspapers, the, Internet, professional journals and other relevant sources.

Numeracy in Marketing and management involves preparing statistics and diagrams to show results from surveys and studies in the subject. It also means carrying out simple economic calculations associated with the use of different tools and aids in marketing and managerial work. Interpreting, comparing and applying data and statistics are relevant to working with professional subjects.

Being able to use digital tools in Marketing and management involves being able to use word processing programs, spreadsheet, statistics and presentation tools to show results from market surveys, studies and work. Using digital tools means gathering relevant information from websites, being critical to source information, sorting and analyzing data. It also involves preparing marketing data and documents with the help of digital tools.