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2011/2012 KAN-CB14 Marketing, Creativivty and innovation
| English Title | |
| Marketing, Creativivty and innovation |
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 | |
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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 aim of the course is to enable students to • Evaluate and 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; • Create, describe and evaluate different concepts of branding, positioning and competitive strategies • 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 a marketing plan due to the specific market challenges | |||||||||||||||
| Examination | |||||||||||||||
| Oral exam based on a mini-project | |||||||||||||||
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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 max.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. | |||||||||||||||
| Course Content | |||||||||||||||
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Marketing are concerted activities with other business functions such as logistics, technology, production, customer services and the secondary value functions of finance, legal services, and accounting – and identifies 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 marketing strategy and planning, branding, positioning, market intelligence, product development and integrated communication – including choice of media and based on tests of creative promotion campaigns. Organizational and personal contexts for creative processes – as well as work in creative industries and functions will be addressed | |||||||||||||||
| Teaching Methods | |||||||||||||||
| Teaching takes place mainly in large classes and consists of a mixture of dialog-based lectures, student presentations, guest lecturers from the business community, workshops in class, discussions and assignments/cases. | |||||||||||||||
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