Marketing and management 1
The market and target groups
The aims of the training are to enable the apprentice to- explain the meaning of the term marketing, and give a summary of its historical development from production-oriented organizations to consumer- and market-oriented ones
- give an account of what characterizes a consumer market compared with professional and international markets
- give an account of what is required with respect to segments, segmentation criteria and segmentation strategies in different markets
- segment and suggest potential target groups for a given organization
Psychology and buying behaviour
The aims of the training are to enable the apprentice to- reflect on the consumer as an individual – with needs, personality, attitudes and motivations
- evaluate the consequences that social and cultural belonging have for buying behaviour
- give an account of the role of purchaser and the purchasing process in the consumer and professional markets
- give an account of diffusion and adoption of innovations
Situation analysis and market information
The aims of the training are to enable the apprentice to- give an overview of internal and external working conditions, and give an account of the meaning of these in an organization
- carry out a Situation Analysis
- give an account of the most important components in a modern marketing information system
- give an account of the various forms of qualitative and quantitative market research and surveys
Means of competition
The aims of the training are to enable the apprentice to- give an account of the concept of product, product development and product life cycle
- elaborate on and discuss the meaning of service as a part of product supply
- present different methods for establishing prices, and explain the advantages and disadvantages of prices as competitive means
- evaluate how price can be established in difference phases of a product life cycle, and differentiated in relation to different segments
- give an account of the various forms of distribution, and the different operator functions along the distribution channel
- explain the different forms of cooperation found among chain stores
- present a model for communication, and give an account of what is meant by market communication
- give an account of the various forms of mass communication
- evaluate market communication, with a point of departure in the central provisions of the Marketing Practices Act, the Trademarks Act and the Copyright Act
- produce simple advertising material by means of digital tools
- give an account of the sales process, and discuss factors that influence this
- carry out sales conversations and simple negotiations
Organization and management
The aims of the training are to enable the apprentice to- describe the different ways in which an organization can be built up
- carry out a simple analysis of an organization's corporate culture
- elaborate on and discuss potential measures that management can initiate to develop organizational culture
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