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MSB101 Marketing Theory and Practice

Course description for academic year 2024/2025

Contents and structure

Strong theories lie at the heart of good scholarship - they let us understand facts of social life, they let us predict whether identical relationships will occur in the future if the conditions are identical. They help us tie up events in general frameworks that enable us to determine cause and effect, to explain the workings of society and behavior. Exposure to multitudes of theories developed, not just in marketing, but across different disciplines can help make studies of social life meaningful, useful, and exciting. The course is intended to provide students with an understanding of the philosophies, evolution, and significance of theories in scholarship, as well as exposure to theories that have been developed in marketing and other disciplines such as economics, management, psychology, and sociology. The course also gives insight into how to apply marketing theories in practices, like branding, communication and place marketing.

Learning Outcome


Upon completion of the course, the student should:

  • have advanced knowledge of foundational theories within marketing, and how these also can give practical implications.
  • have advanced knowledge of marketing theory concepts.
  • have specialized insight into several influential marketing thoughts and practices.
  • understand how theoretical and practical problems within marketing can be approached and analyzed through different theories.


Upon completion of the course, the student:

  • can analyze and deal critically with various theories within marketing and use them to structure and formulate scholarly arguments.
  • can deal critically with various sources of information in marketing and use them to engage in debate and constructive criticism in discussions.
  • can analyze marketing theories and work independently on practical and theoretical marketing problems.
  • understand how practical problems within marketing can be analyzed through different theories.

General Competence

Upon completion of the course, the student:

  • can apply his/her knowledge and skills in marketing in order to carry out advanced assignments in marketing.
  • can develop improved grasp of conceptual and analytical tools necessary to critically evaluate theoretical and practical contributions in marketing.
  • can communicate about theoretical and practical marketing issues with both specialists and the general public.

Entry requirements


Recommended previous knowledge

Completed marketing course at undergraduate level.

Teaching methods

Theoretical marketing texts, readings and reviews of scientific articles will form the core of the course. Traditional lectures will be complemented by seminars, where case studies and readings of articles will be discussed.

A research term paper is to be written in groups of maximum three, which will constitute 60% of the grade. A proposal outlining the ideas for the paper should be submitted soon after the course begins and discussed with the instructor before going forward. The group authored research paper should aim to be sent to a conference or journal upon completion. The paper could take a critical look at "a" theory, or theories, and evolution thereof, the literature and applications that have grown out of it, and its contemporary validity, however students can develop their own ideas. Regular seminar sessions will be held for discussions on progress of the papers. Presentations of paper proposals, and discussions on incremental progress on papers are strongly advised during seminar sessions so ideas can be shared and new perspectives are learnt by all.

An individual final homeexam will be held at course end which will count for the rest 40% of the grade. The course will be conducted in english, and all coursework and examinations are to be submitted in english.

Compulsory learning activities

The students will be assigned to read a number of scientific articles during the course. They will be required to submit one critical review of an article from different topic areas, and one presentation. The review and presentation should be done in groups of maximum of three. The arbeidskrav would be graded approved/not approved. Arbeidskrav approval is a requisite for sitting in the final exam.


Assignment (Research term paper submission) in groups of 2 - 3 students - 60%

Individual homeexam 5 hrs - 40%

Grading scale A-F

Examination support material

All fysical printed and written aids

More about examination support material