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Marketing and management 2

Situation analysis and market information

The aims of the training are to enable the apprentice to
  • 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

Means of competition

The aims of the training are to enable the apprentice to
  • 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

Human Resources development and management

The aims of the training are to enable the apprentice to
  • 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

Market strategy and market planning

The aims of the training are to enable the apprentice to
  • 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

Ethics and social responsibilities

The aims of the training are to enable the apprentice to
  • 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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