2012/2013  BA-HA_HU72  Introduction to Marketing

English Title

Introduction to Marketing

Course information
Language	English
Exam ECTS	7.5 ECTS
Type	Elective
Level	Bachelor
Duration	Summer
Course period	NOTE: The course schedule is at the moment ONLY available at www.cbs.dk/summer
Time Table	Please see course schedule at e-Campus
Study board	Study Board for BSc in Economics and Business Administration
Course coordinator
Faculty - Joseph C. Miller, Indiana University Patricia Plackett - Department of Operations Management
Main Category of the Course
Marketing
Last updated on 23-04-2012

Learning objectives

Cognitive and skill-based goals that the student needs to demonstrate at the exam to receive the grade 12. At the end of the course, the student should be able to: Identify and analyze environmental impacts on consumers and marketing programs; Plan marketing objectives and develop marketing strategies in a global setting; Design marketing research to generate information to estimate size and growth of markets; Target high-potential customer segments and develop competitive positioning strategies; Plan programs for improving an organization’s customer focus in developing new products and services or improving the firm’s present products and services; Develop analysis as a basis for effective value-based pricing strategies; Plan distribution services that add value for customers; Design and implement marketing communications programs that connect effectively with customers; and Measure the performance impacts of marketing programs.

Prerequisite

Recommended: introductory economics, social psychology, sociology, and accounting

Examination

Introduction to Marketing

4-hour written exam: Type of test Written Exam Marking scale 7-step scale Second examiner No second examiner Exam period Summer Term Aids Closed Book Duration 4 Hours Feedback assignments: group case presentations are recommended, but not mandatory.

Course content

Description of the content-related elements of the course: Strategic and operational marketing planning Market-driven management in the global marketplace Analysis of customers’ needs and purchasing behavior Measuring customers’ responses:  methods of marketing research Market segmentation and attractiveness analysis Selecting target segments and competitive positioning Developing effective marketing strategies Innovation and new product development Brand management decisions Distribution channels and customer services Pricing analysis and decisions Marketing communications decisions Implementing and organizing for marketing strategies Analysis of the environmental and financial performance of marketing programs     The course’s development of personal competences: Types of personal and interpersonal competences that the student will develop and practice during this course.    Personal competencies:  analytic skills in identifying and measuring customers’ needs and    segments, competitive positioning, forecasting new product sales, and strategies in pricing,    distribution and communications. Interpersonal competencies: communications skills in discussing marketing problems and in    making class presentations of solutions to questions on cases.

Teaching methods

Form that the teaching will take: Lectures, class exercises discussions, and case study presentations.

Expected literature

Lambin, Jean-Jacques, Market-Driven Management, Palgrave Macmillan, Third edition, 2011 (paperback edition). [If the third edition of 2011 is not yet available, the second edition-2007 (427 pages) will be used.]  Seven or eight articles from 2007-2011 issues of the Harvard Business Review