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2011/2012  BA-HAI_1POM  Principles of Marketing

English Title
Principles of Marketing

Course Information

Language English
Point 7,5 ECTS (225 SAT)
Type Mandatory
Level Bachelor
Duration One Quarter
Course Period Third Quarter . Spring
Time Table Please see course schedule at e-Campus
Study Board
Study Board for BSc in International Business
Course Coordinator
  • Stefan Schwarzkopf - Department of Management, Politics and Philosophy
Main Category of the Course
  • International Politics
  • Management
Last updated on 29 maj 2012
Learning Objectives
The learning objectives of this course include skills 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.

After having attended the course, students should:
  • have a clear understanding of the structure of theories and models regarding the specific nature of international consumer markets, brands and consumer behaviour.
  • have the ability to generate management-relevant insights into how marketing theories and models can help firms create a sustainable competitive advantage in domestic and international markets.
  • be able to critically reflect on these theories and models in order to explain possible solutions and choices in marketing-related situations.
  • be able to use theories and models of international marketing in order to analyse and explain various firm strategies regarding product policy, pricing, distribution and communication.
Principles of Marketing:
Assessment Written Exam
Marking Scale 7-step scale
Censorship External examiners
Exam Period Spring Term and August, the regular exam takes place in March. The make-up and re-examination takes place in August.
Aids Closed Book
Duration 4 Hours
No aids allowed other than basic language dictionaries (e.g. from mother tongue to English and vice versa and English/English).
The Make-up and Re-examination takes place according to the same rules as the regular 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
  • an understanding of the role of marketing and of new forms of knowledge and intellectual property right 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
Pricing decisions in international marketing
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-six 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 in class.
Selected chapters from the following textbooks:

Philip Kotler et al., Principles of Marketing, Prentice-Hall, 5th European Edition (2008 and 2010).

Pervez Ghauri, International Marketing, McGraw-Hill, 3rd 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.

Please note: minor changes may occur. The teacher will upload the final reading list and course handbook to CBS Learn two weeks before the start of the course.