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2016/2017  MA-MMBAO3023U  Marketing

English Title
Marketing

Course information

Language English
Course ECTS 4 ECTS
Type Mandatory
Level Part Time Master
Duration One Semester
Start time of the course Spring, Autumn
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for Master of Business Administration
Course coordinator
  • Jesper Rangvid - Department of Finance (FI)
Main academic disciplines
  • Marketing
Last updated on 18-08-2016
Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors:
  • Be able to describe and classify any of the theories, frameworks and models taught during the course or describe in the syllabus
  • Be able to identify and explain differences between the strategic, tactical and operational level when theories, frameworks and models are applied
  • Be able to compare and combine these theories
  • Be able to use them for analysis of concrete marketing challenges, including designing, collecting and reporting of empirical data
  • Be able to relate the analysis to the overall strategy of the organization, i.e. be able to argue why a set of marketing decision are relevant to the specific situation
Examination
Marketing:
Exam ECTS 4
Examination form Oral exam based on written product

In order to participate in the oral exam, the written product must be handed in before the oral exam; by the set deadline. The grade is based on an overall assessment of the written product and the individual oral performance.
Individual or group exam Oral group exam based on written group product
Number of people in the group 4-5
Size of written product Max. 40 pages
Assignment type Project
Duration
Written product to be submitted on specified date and time.
20 min. per student, including examiners' discussion of grade, and informing plus explaining the grade
Grading scale 7-step scale
Examiner(s) Internal examiner and external examiner
Exam period Summer and Winter
Make-up exam/re-exam
Same examination form as the ordinary exam
A written case assignment based on a case or a subject chosen by the
teacher. The assignment must be formulated and given to the students at least nine days prior to the expiration of the deadline. It should be 15 pages long and submitted to CBSLearn. The exam is held internally, and the assignment is put forward and assessed by the relevant faculty.

Alternative examination format: The make-up/re-examination will be held as an oral examination if the number of registered candidates for the make-up examination/re-take examination warrants that it may most appropriately be held as an oral examination.
Course content and structure

We will explore a marketing strategy process that includes determining what strategic options exist and which of those are realistic; what limitations are placed on the organisation by internal and external limitations; and what is required to balance short term and long term objectives when setting up a marketing strategy. Using a number of different tools we will develop a coherent marketing analysis that enables us to understand better a firm’s current competitive position, as well as how that position may be enhanced, and what policies must be introduced throughout the company to attain desired results in the marketplace.

Teaching methods
The course has diverse teaching methods using lectures, cases, readings, discussions and a study trip. The class meetings are interactive and require ongoing engagement of the students.
Student workload
Lectures 32 hours
Preparation + Exam 78 hours
Study Trip 48 hours
Last updated on 18-08-2016