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2011/2012  BA-HA_E128  Fundamentals of Marketing

English Title
Fundamentals of Marketing

Course Information

Language English
Point 7,5 ECTS (225 SAT)
Type Elective
Level Bachelor
Duration One Semester
Course Period Autumn
schedule Group A: monday 11.40-14.25, weel 36-45 Group B: Tuesday 11.40-14.15, week 36-45
Time Table Please see course schedule at e-Campus
Study Board
Study Board for BSc in Economics and Business Administration
Course Coordinator
  • Stefan Schwarzkopf - Department of Management, Politics and Philosophy
Secretary Karina Ravn Nielsen - krn.lpf@cbs.dk
Main Category of the Course
  • Marketing
  • Corporate and Business Strategy

Taught under Open University-Taught under open university.
Last updated on 29 maj 2012
Learning Objectives
Theoretical and Practical Skills:
The aim of this course is to allow students to gain a theory-based understanding of what kind of problems marketing managers face in practice and how marketing models and theories can help marketers arrive at solutions that benefit both firms and society. Students can thus expect to learn basic marketing concepts and theories as well as to gain insights about best practices in the real world associated with the management of markets and consumers.
Analytic, Synthetic and Discourse Skills:
Personal competences trained in the course also include the ability to analyse complex business situations from a marketing-perspective and to use arguments and evidence in order to discuss with the course leader and with other students possible approaches to the understanding of marketing-related problems in business life. Synthetic skills trained include, but are not limited to, the ability to connect observations from the discussed case studies and the students’ daily personal life to models, problems and theories discussed in class.

The objectives of this course is to allow excellent students not only to gain and reproduce knowledge of core marketing theories and models, but also to use their acquired theoretical, practical, analytic and discoursive skills in order to show how marketing adds value, creates meaningful and profitable relationships and exchange, and supports a company’s strive for sustainable competitive advantage. Students must be able to describe, combine and apply the concepts, theories, methods and models introduced in the course; they must be able to analyze and synthesize marketing-related problems by applying the concepts, theories and models introduced in the course. Students need to be able to demonstrate the complex interrelationship of all marketing-related concerns, from environmental analysis through to segmentation, targeting and positioning and marketing mix-related decisions.
A good command of English is necessary.
4 hour closed book exam
4 hour closed book exam:
Assessment Written Exam
Marking Scale 7-step scale
Censorship No censorship
Exam Period Winter Term
Aids Please, see the detailed regulations below
Duration 4 Hours

The exam is a 4 hour written closed book exam. The exam is PC-based with no internet access. No other exam aids, apart from English dictionaries. It is possible to write in hand.

Course Content

Marketing is more than a business function, it is an orientation, a philosophy, and considerations about the competitveness of companies’ market offerings today influence all other areas of strategic decision-making from innovation management to human resource management, process management and organizational design. This course attempts to provide undergraduate students from all backgrounds with a basic knowledge of key marketing concepts, models, and theories. The course will focus on introducing key areas of marketing management and show what alternatives marketing managers have in practice in order to achieve company goals.

Because the key aim of the course is to show how marketing adds value and increases the competitiveness of a firm’s market offerings, students will be guided step-by-step through the major conceptual areas surrounding modern marketing management decisions:

· Marketing is Dead – long live Marketing! What is Marketing: Function or Orientation?

· The Nature of Customer Value, Customer Satisfaction and the Value-Adding process

· Principles of Consumer Behaviour

· The Marketing Environment, Marketing Planning and Research

· Segmentation, Targeting and Positioning

· The Marketing Mix

o Products and Brands

o Lifecycle Management and Portfolio Analysis

o Branding Strategies

o Promotion and Advertising

o Direct Marketing

o Pricing

o Distribution and Channel Management

o Retailing

· Relationship Marketing

· Competitor Analysis and the Nature of the Sustainable Competitive Advantage

Teaching Methods
Classes will consist of a combination of lectures, in-class exercises and group discussions. In addition to the reading of key texts (see Recommended Literature) students will have to read case studies each week which will be used in class in order to bring the introduced marketing concepts and theories to life and discuss their application, use and limitations. It is vital that students read both the recommended literature and the weekly cases as this will form the basis of the course exam.

Sally Dibb et al., Marketing: Concepts and Strategies. Houghton Mifflin, 2005 (5th Europ. Ed.). Chapters 4, 8-10, 12, 14-17, 21.

Graeme Drummond, John Ensor, Introduction to Marketing Concepts. Elsevier, 2005. Chapters 1-11.

Philip Kotler et al., Principles of Marketing. Pearson, 2008 (5th Europ. Ed.). Chapters 8, 10.

Regis McKenna, ‘Marketing is Everything’, in: Harvard Business Review, Jan.-Febr. 1991, pp. 65-70.

Michael Saren, ‘Marketing is Everything: a View from the Street’, in: Marketing Intelligence and Planning, Vol. 25, No. 1 (2007), pp. 11-16.

Christine Moorman, Roland Trust, ‘The Role of Marketing’, in: Journal of Marketing, Vol. 63, Special Issue (1999), pp. 180-197.

Morris Holbrook, James Hulbert, ‘Elegy on the Death of Marketing’, in: European Journal of Marketing, Vol. 36, No. 5/6 (2002), pp. 706-732.

Peter Dickson, James Ginter, ‘Market Segmentation, Product Differentiation, and Marketing Strategy, in: Journal of Marketing, Vol. 51, No. 2 (1987), pp. 1-10.

Annika Ravald, Christian Gronroos, ‘The Value Concept and Relationship Marketing’, in: European Journal of Marketing, Vol. 30, No. 2 (1996), pp. 19-30.

Lesley de Chernatony, F. Harris, F. D. Riley, ‘Added value, its nature, role and sustainability’, in: European Journal of Marketing, Vol. 34, No. 1/2 (2000), pp. 39-56.

Stephen L. Vargo, Robert Lusch, ‘Evolving to a new Dominant Logic for Marketing’, in: Journal of Marketing, Vol. 68, No. 1 (2004), pp. 1-17.