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2010/2011  KAN-CBP_CM  Creative Marketing

English Title
Creative Marketing

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 of Social Science
Course Coordinator
  • Jesper Clement - Department of Marketing
Main Category of the Course
  • Marketing
  • Economic and organizational sociology
Last updated on 29 maj 2012
Learning Objectives
The aim of the course is to enable students to
  • operationalize marketing opportunities requiring the creation of new markets, new products or new recombination’s of existing portfolios;
  • analyze the marketing challenges facing a given organization;
  • evaluate the marketing tools and practice of an existing organization;
  • describe and use the different creative marketing strategies and directions in relation to product innovation and communication
  • create an operational marketing plan due to the specific market challenges
Oral exam based on mini-project
Marking Scale 7-step scale
Censorship Internal examiners
Exam Period December/January
The exam is an individual oral exam based on a mini-project. The mini-project must be written in groups of 3-5 students (max. 15 pages) or individually (max. 10 pages).

If a student is ill during the regular oral exam, he/she will be able to re-use the mini-project at the make-up exam. If a student is ill during the writing of the mini-project and did not contribute to the mini-project, the make-up exam can be written individually or in groups (provided that other students are taking the make-up/re-exam). If the student did not pass the regular exam, he/she must make a new revised mini-project (confer advice from the examiner) and hand it in on a new deadline specified by the secretariat.

At the oral exam, the student must demonstrate comprehensive knowledge and understanding of topics, theories, methods and models that have been dealt with during the course.
Prerequisites for Attending the Exam
Course Content

Marketing is concerted action with other business functions such as logistics, technology, production, customer services and the secondary value functions of finance, legal services, and accounting identify the market needs and wants by various forms of explorations, observations, experiments, questioning, and secondary data in order to pave the way for new markets and products. The course is introductory but not elementary and will provide the student with an understanding of marketing as an underlying philosophy towards the market backup up by the creative application of market intelligence, new product development and integrated communication.

Teaching Methods
Teaching takes place mainly in large classes and consists of a mixture of dialog-based lectures, presentations, discussions and assignments/cases.

Titus, Philip A.: Applied Creativity: The Creative

Marketing Breakthrough Model

Journal of Marketing Education, Vol. 29 No. 3, December 2007

Beverland, Michael B. (2005) Managing the Design Innovation–Brand Marketing Interface:

Resolving the Tension between Artistic Creation and

Commercial Imperatives. The Journal of Product Development Management, 22:193–207

Jensen, Morten Bach & Beckmann, Suzaanne C. (2009):Determinants of innovation and

creativity in corporate branding:

Findings from Denmark

Brand Management Vol. 16, 7, 468–479

Roscam Abbing, E. & van Gesse C. (2008): Brand-Driven

Innovation. Design Management Review

Cornelissen, Joep (2000): Corporate image: an

audience centred

model. Corporate Communications: An International Journal

Volume 5. Number 2. pp. 119-125

Thøger Christensen, L, Fırat, A. Fuat & Cornelissen, Joep (2009):New tensions and challenges

in integrated communications. Corporate Communi-cations: An Inter-national Journal

Vol. 14 No. 2, 2009

pp. 207-219

Arias, J. Tomas Gomez & Acebron, Laurentino Bello (2001): Postmodern approaches in

business-to-business marketing and marketing research. JOURNAL OF BUSINESS & INDUSTRIAL MARKETING, VOL. 16 NO. 1 2001, pp. 7-20

Shaun Powell and Chris Dodd: (2007): Managing vision and the brand

within the creative industries. In Corporate Communications: An

International Journal

Vol. 12 No. 4, 2007

Castella, Tom de: Should we trust the wisdom of crowds? BBC, News Magazine, juli 2010

Petkus, Ed Jr (2004):

Enhancing the application of experiential

marketing in the arts, International Journal of Nonprofit and Voluntary Sector MarketingVolume 9 Number 1

Mikkelsen, Thea: The Psychology of Creativity

Dobele, Angela, Toleman, David & Beverland, Michael (2005): Controlled infection! Spreading the brand message through viral marketing, Business Horizons, vol 48, pp 143—149

Ferguson, Rick (2008): Word of mouth and viral marketing: taking the temperature of the hottest trends in marketing, Journal of Consumer Marketing, 25/3 179-182