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Learning Objectives
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The aim of the course is to enable students to
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operationalize marketing opportunities requiring the creation of new markets, new products or new recombination’s of existing portfolios;
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analyze the marketing challenges facing a given organization;
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evaluate the marketing tools and practice of an existing organization;
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describe and use the different creative marketing strategies and directions in relation to product innovation and communication
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create an operational marketing plan due to the specific market challenges
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Examination
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Oral exam based on mini-project
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Marking Scale
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7-step scale
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Censorship
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Internal examiners
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Exam Period
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December/January
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Examination
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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.
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Prerequisites for Attending the Exam
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Course Content
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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. |
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Teaching Methods
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Teaching takes place mainly in large classes and consists of a mixture of dialog-based lectures, presentations, discussions and assignments/cases.
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Literature
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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 |
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