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2011/2012  KAN-IMM_IM44  Perspectives in Marketing and Marketing Research

English Title
Perspectives in Marketing and Marketing Research

Course Information

Language English
Point 7,5 ECTS (225 SAT)
Type Mandatory
Level Full Degree Master
Duration One Semester
Course Period Autumn
Time Table Please see course schedule at e-Campus
Study Board
Study Board for MSc in Economics and Business Administration
Course Coordinator
  • Sven Junghagen - Department of Management, Politics and Philosophy
Main Category of the Course
  • Economics, macro economics and managerial economics
Last updated on 29 maj 2012
Learning Objectives
The main objective is develop an ability to evaluate marketing research (through own experience) when working in marketing and management in a corporate function.At the end of the course the student is expected to be able to:
  • Demonstrate the ability to structure complex problems in relation to a description and analysis of empirical problem fields. I.e. develop and delimit an original formulation of a marketing problem being investigated.
  • Critically discuss and apply adequate scientific methods and the relevant theories within the area of marketing to the problem investigated.
  • Critically discuss and apply a relevant marketing research design for the marketing problem being investigated.
  • Assemble and process valid and reliable data, relevant to the problem and sub-problems under scrutiny
  • Edit a well-structured marketing research project, written with clear arguments, easy to understand.
Perspectives in Marketing and Marketing Research:
Assessment Home Assignment
Marking Scale 7-step scale
Censorship External examiners
Exam Period December/January and Spring Term
Aids Please, see the detailed regulations below
Duration Please, see the detailed regulations below
Written group project (max. 50 A4 pages) in groups of 3-4 students. The exam is held as a group exam with individual examination. Each group has 3 hours of supervision. As each student receives an individual grade, each group member must identify the exam sections he/she has authored.
The regular exam will be held in January. The make-up/re-exam takes place in March. The make-up/re-exam project can be written individually or in groups (provided that other students are taking the make-up/re-exam)
Written report (max. 50 pages) prepared in groups of 4 students. However, it is a requirement that the different parts of the paper are individualized, so it clearly shows who has written which part in order to facilitate the possibility of individual grading.
Course Content

Perspectives in Marketing concentrate on the principles of marketing from a conceptual and analytical perspective. The course analyses and discusses the challenges and issues of international marketing in relation to e.g. the following perspectives:

- Transaction cost versus relationship marketing.
- Service marketing versus product marketing.
- Business-to-business marketing versus business to-consumer marketing.

Based on these themes in marketing we proceed to provide insights in the marketing research process. Perspectives in Marketing thus aims at combining the theoretical understanding with practical application through case analysis and discussions.

A major part of the course is a project work, which will be carried out in groups of 4 Danish and foreign students. Groups are to carry out a marketing research project for a specific firm. Preferably, a full study should be performed, but due to limitations in time, pilot studies may be accepted, if the design part covers a full-scale market study. Groups are expected to find their own company contacts.

Teaching Methods
The teaching mainly takes place in large classes and consists of a mixture of dialog-based lectures, presentations, discussions, and assignments/cases. The projects are prepared in groups of 3-4 students with an assigned advisor. Although projects are preferably involving full marketing research studies, projects may be limited to a pilot study and a thorough plan of a full-scale study, if agreed with the advisor.

Indicative literature.

Jean Claude Usunier & Julie Anne Lee, Marketing Across Cultures. 5th edition. Prentice Hall.
Boris Blumberg, Donald R. Cooper & Pamela S. Schindler, Business Research Methods. 2nd European edition. McGraw-Hill.