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2010/2011 BA-IMK_MA Marketing Audit
| English Title | |
| Marketing Audit |
Course Information | |
| Language | English |
| Point | 7,5 ECTS (225 SAT) |
| Type | Mandatory |
| Level | Bachelor |
| Duration | One Semester |
| Course Period |
Autumn
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| Time Table | Please see course schedule at e-Campus |
| Study Board |
Study Board for BA in Intercultural Marketing Communication |
| Course Coordinator | |
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| Main Category of the Course | |
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| Last updated on 29 maj 2012 | |
| Learning Objectives | |||||||||
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The student must demonstrate: • Knowledge and understanding of marketing theories and analytical models • Ability to apply these theories and models to identified marketing problems • Ability to independently define a marketing problem or issue for a marketing-oriented company or organization. Such problems can be related to foreign as well as domestic markets • Ability to collect primary and/or secondary data material and analyze the data material by applying relevant theories and analytical models, with the purpose of developing an accurate analysis of the marketing situation. This includes: • Analyzing a company’s internal resources and strategic position • Analyzing a company’s competitive position • Analyzing relevant macro- and micro-environmental factors • Analyzing and segmenting a particular market • Analyzing consumer behavior in a particular market • Analyzing the relevance and meanings of culture to a company in a particular market • Making conclusions on the backdrop of the analysis and applying these in a SWOT framework • Collecting the data material on which the analysis is based in accordance with scientific principles, and evaluate the quality of the data (e.g. validity and reliability) • Ability to critically assess the strategic options the company faces, taking the marketing analysis as a point of departure • Demonstrate proficiency in scientific methods and communication, including: • Proper and consistent use of academic language • Correct use of references • Presenting all parts of the assignment in a coherent and well argued manner | |||||||||
| Examination | |||||||||
| Marketing Audit | |||||||||
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| Examination | |||||||||
| Prerequisites for Attending the Exam | |||||||||
| Course Content | |||||||||
The main focus of this course is analysis of a company’s or business marketing situation. This analysis includes a series of internal and external factors of importance to a company and its marketing decisions. Thus, “Marketing Audit” provides broad insight into crucial fields of market analysis, such as macro environmental factors, the competitive situation, and internal company dynamics. Analyzing and understanding consumer behavior will be emphasized throughout the course. Students will work with collecting relevant data and applying marketing theory in the analytical process – the foundation for later development of marketing strategy and plans. | |||||||||
| Teaching Methods | |||||||||
| The course draws on a combination of lectures, discussions, exercises, and student presentations. Students are expected to participate actively, especially during class exercises and presentations. | |||||||||
| Student Workload | |||||||||
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| Literature | |||||||||
Kotler, Keller, Brady, Goodman, Hansen. (2009) Marketing Management. Pearson Education Limited. | |||||||||