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2010/2011  BA-POM  Principles of Marketing

English Title
Principles of Marketing

Course Information

Language English
Point 7,5 ECTS (225 SAT)
Type Mandatory
Level Bachelor
Course Period
Time Table Please see course schedule at e-Campus
Study Board
Study Board for BSc in International Business
Course Coordinator
Stefan Schwarzkopf
Main Category of the Course
  • International Politics
  • Management
Last updated on 29 maj 2012
Learning Objectives
In order for a student to receive a grade 12 in the exam, the student has to display full knowledge of the marketing theories and models discussed in class, and be able to apply them to a given business problem. Exam answers that present only partial knowledge, however well written or presented, are by definition not considered for a grade 12. In addition, exam papers considered for a grade 12 must provide full answers of all exam questions at a level which is judged as ‘excellent’ (not merely ‘good’ or ‘very good’) throughout the entire paper. If parts of the exam questions are left unaddressed the paper can not be considered for a grade 12. Both the first marker (Eksaminator) and the second marker (Censor) will take into account that students have a full four hours (240 min) available and their textbooks and notes at hand to answer the exam questions.
The learning objectives of this course are defined by the following cognitive and practical skills: students must show the ability to appropriately meet the objectives of assignments (exam questions in this case). Exam papers that fail to address and answer the question(s) will not be considered for a pass. Students will have to show themselves capable of correctly applying the following marketing-related models and theories:
the nature and importance of customer satisfaction, value adding and total customer value; marketing as exchange
the basic tenets of relationship marketing vis-à-vis transactional marketing
the role of the marketing environment(s) and an organisation’s publics (PESTEL model and SWOT analysis)
the role of segmentation, targeting and positioning
market segmentation models
models of targeting and the various ways of positioning
what is a product and what is a brand; product lines and product mix
why brands and branding are important; types of brands
product-life cycle model; the consumer life-cycle model
rebranding, co-branding, brand stretching, brand extensions, cannibalisation and the dangers of brand dilution
the basics of consumer behaviour, the decision-making unit, high- vs. low-involvement products
the role of social environment and culture in consumer behaviour
cultural models by Geert Hoftstede (Dimensions) and Edward Hall (high-vs. low context, the ‘silent languages’ of space and time)
dangers and opportunities in global branding; do global brands exist (adaptation vs. standardization debate)
application of marketing-and portfolio management strategies: BCG matrix, GE portfolio grid, Ansoff matrix; the nature of a strategic business unit
basic communication theory (Schramm model vs. consumer culture theory); advertising and PR; weak and strong theories of advertising
supply and distribution chain models; the role of intermediaries; forms of vertical integration (vertical marketing systems)
global supply chain decisions: the buyer – supplier relationship
foreign market entry and the nature of psychic distance (Uppsala model, transaction cost model, industrial network approach, bargaining power approach)
market entry strategies and market entry modes: marketing-oriented, contractual, shared owned and controlled, fully owned and controlled
the nature of risk, risk management and the role of knowledge (explicit, implicit, localised)
e-commerce, dis-intermediation, and information asymmetry in marketing
customer loyalty, customer relationship management and marketing information systems
competitive advantage, competitor analysis, Porter’s 5 Forces and Porterian competitive strategies (generic strategies)

In addition, the learning objectives of this course include capabilities such as organizing one’s thoughts and arguments in a logical sequence, based on evidence and supported by examples. Writing skills (spelling, grammar, punctuation, language skills) are as important as cognitive skills and students will have to demonstrate the ability to organize their arguments in a structured (paragraph and sentence construction) as well as critical fashion. In other words, students have to be able to avoid exam answers that merely copy the textbook without providing critical engagement with and application of textbook-based knowledge.
Principles of Marketing
The exam in the subject consists of two parts:
Principles of Marketing:
Assessment Written Exam
Marking Scale 7-step scale
Censorship External examiners
Exam Period Spring Term and Spring Term
Aids Open Book, Written and Electronic Aid is permitted
Duration 4 Hours
Exam Period Spring Term and Spring Term
Prerequisites for Attending the Exam
Course Content

This is the core marketing class in the BSc IB programme. The course takes students from mundane problems in daily marketing activity to discovering the underlying theoretical issues behind marketing as practice and science. The course places heavy emphasis on analysing global cultural and social patterns and their impact on marketing strategy. The basic course goals are therefore to provide a comprehensive analysis of the basic principles of marketing-related activities within firms, with specific consideration given to problems in international marketing. In particular, the impact of cultural differences and macro-social patterns on global marketing activities will be discussed.
As part of this general larger goal of the course, students will gain: an understanding of the key components of the global marketing mix and their use in marketing; knowledge of the role of new product development and market research as key support activities in an overall marketing program; the ability to assess advantages and disadvantages of various market entry strategies and market entry modes; knowledge of new forms of global brand communication and consumer behaviour; knowledge of the role new technologies play in global marketing activities; and an understanding of the role of marketing and of new forms of knowledge and intellectual property regimes for the competitive advantage of a firm.

The course will cover the following main subject areas:
What is marketing? Macro- versus micromarketing
Elements of the international marketing environment
Global culture and globalization
Cross-cultural consumer behaviour
International market research and global market segmentation
Market entry strategies and ‘psychic distance’
Market entry modes, export behaviour and franchising
Competitive advantage and knowledge (global & local)
International product mix and the global brand
Advertising, public relations and global marketing communications
Supply chain strategies and distribution channels
Relationships, networks and partnerships in international marketing

The above described course content directly supports the four learning goals of the Batchelor in International Business: Practical application of theory, learning in relation to practical business settings (learning through case studies), a clear focus on an international economic and business perspective, and research-based teaching (fulfilled through class readings which incorporate contemporary research articles in the field of international marketing).

Teaching Methods
The course is based on a combination of lectures, case workshops, class discussions and student presentations. The use of the case method in particular calls for each student, individually, to carefully read and think about each of the provided cases. In addition, student groups will be formed (with a maximum size of five students). The purpose of these groups is to help each member define, adjust and amplify his or her own thinking.
The concept of student and discussion groups is to develop teamwork skills, used in companies for problem solving. An effective group will employ the skills of each member for a synergistic effect. A certain business case will be discussed each week during the class. Each group will then be given a specific question relating to one of the cases we discussed between week 4 and 10. Each group’s written case analysis and student presentation will present a thorough outline of the answer (or possible answers) to that question.

Philip Kotler et al., Principles of Marketing, FT Pearson & Prentice-Hall Publishers, 5th European Edition, 2008.
Philip Cateora, International Marketing, McGraw-Hill Publishers, 3rd Edition, 2010 or 15th International Edition, 2010.
Svend Hollendsen, Global Marketing. FT Pearson & Prentice-Hall Publishers, 5th Edition, 2010.
A course reader (Compendium) will be made available which contains additional case studies for weekly reading and additional articles from the marketing-scientific literature; amongst others:
A. Lindridge, S. Dibb, ‘Is “culture” a justifiable variable for market segmentation’, in: Journal of Consumer Behaviour 2(3): 269-286
J. Whitlock, ‘Theories of Internationalisation and their Impact on Market Entry’, in: International Marketing Review 19(4): 342-47
J. Johanson, J. Vahlne, ‘The mechanism of internationalization’, in: International Marketing Review 7(4): 11-24
J. Johanson, J. Vahlne, ‘The Uppsala internationalization process model revisited’, in: Journal of International Business Studies, 40 (2009): 1411-31.
B. Schlegelmilch, B. Stöttinger, ‘Explaining export development through psychic distance: enlightening or elusive?’, in: International Marketing Review 15(5): 357-72
B. Quinn, ‘Control and support in an international franchise network’, in: International Marketing Review 14(4/5): 345-362
M. Porter, ‘Changing patterns of international competition’, in: California Management Review, 28(2): 9-40
T. Levitt, ‘The globalization of markets’, in: Harvard Business Review, May/June 1983, pp. 2-11
D. Aaker, E. Joachimsthaler, ‘The lure of global branding’, in: Harvard Business Review, Nov./Dec. 1999
L. de Chernatony et al., ‘International branding’, in: International Marketing Review, 12 (2): 9-21
M. de Mooij, G. Hofstede, ‘Convergence and divergence in consumer behavior: implications for international retailing’, in: Journal of Retailing 78: 61-69
J. Perrien, L. Ricard, ‘The meaning of a marketing relationship’, in: Industrial Marketing Management 24: 37-43

Please note, minor changes may occur. The teacher will uploade the final reading list to sitescape/learn two weeks before the course starts.