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2010/2011  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
Thomas Queck
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.
Marking Scale 7-step scale
Censorship External examiners
Exam Period December/January and Spring Term
Written group project (max. 50 A4 pages) in groups of 3-4 students. The exam is held as a group exam with individual examination, cf. § 27, S. (3) in the General Degree Regulation. Each group has 4 hours of supervision. As each student receives an individual grade, each group member must identify the exam sections he/she has authored. The exam is external and will be assessed by an external as well as an internal censor, cf. the General Degree Regulation § 25, S. (1). The regular exam will be held in January 2011.The final due date for the submission of the project will be announced by the secretariat. The make-up/re-exam takes place in March 2011. 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.
Prerequisites for Attending the Exam
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.


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.