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2012/2013  BA-IMK_MA  Marketing Audit

English Title
Marketing Audit

Course information
Language English
Exam ECTS 7.5 ECTS
Type Mandatory
Level Bachelor
Duration One Semester
Course period Autumn
Time Table Please see course schedule at e-Campus
Study board
Study Board for BA in Intercultural Marketing Communication
Course coordinator
  • Diana Storm - Department of Marketing
Main Category of the Course
  • Marketing
Last updated on 12-07-2012
Learning objectives
The student must demonstrate:
• Knowledge and understanding of marketing theories and analytical models
• Ability to apply these theories and models to identified marketing problems
• Ability to independently define a marketing problem or issue for a marketing-oriented company or organization. Such problems can be related to foreign as well as domestic markets
• Ability to collect primary and/or secondary data material and analyze the data material by applying relevant theories and analytical models, with the purpose of developing an accurate analysis of the marketing situation. This includes:
• Analyzing a company’s internal resources and strategic position
• Analyzing a company’s competitive position
• Analyzing relevant macro- and micro-environmental factors
• Analyzing and segmenting a particular market
• Analyzing consumer behavior in a particular market
• Analyzing the relevance and meanings of culture to a company in a particular market
• Making conclusions on the backdrop of the analysis and applying these in a SWOT framework
• Collecting the data material on which the analysis is based in accordance with scientific principles, and evaluate the quality of the data (e.g. validity and reliability)
• Ability to critically assess the strategic options the company faces, taking the marketing analysis as a point of departure
• Demonstrate proficiency in scientific methods and communication, including:
• Proper and consistent use of academic language
• Correct use of references
• Presenting all parts of the assignment in a coherent and well argued manner
Examination
.
Marketing Audit:
Type of test Oral with Written Assignment
Marking scale 7-step scale
Second examiner Second internal examiner
Exam period December/January
Aids Please, see the detailed regulations below
Duration Please, see the detailed regulations below
An individual oral examination based on a group essay that presents a marketing situation analysis developed during the semester. Essay: no more than 5 standard pages, regardless of group size. the same rules apply to individual essays. 

Groups should consist of 3-5 students, for exceptions see your Programme Regulations.
Duration of individual oral exam: 20 minutes including grading. The oral examination may include the entire course literature, yet takes its primary outset in the group essay.
Assessment: 1 comprehensive grade covering the group assignment and the individual exam according to the 7-point grading scale

Re-examination: If a student has participated in writing the group essay, but has been sick at the time of the oral examination, the re-examination will be based on a resubmission hand-in of the original group essay.
If a student has participated in writing the group essay, but has not passed the oral examination, the re-examination will be based on a renewed hand-in of the original essay. The student may, however, choose to write a new, individual essay within a specified time period.
If a student has not participated in writing a group essay due to sickness, the student may take the re-examination provided that she has written and handed in an individual essay within a specified time period.
Course content
  • That the student understands and masters thorough, independent and critical analysis of a company’s marketing situation
  • That the student is able to identify relevant marketing problems on the backdrop of their analysis
  • That the student gains knowledge and experience with analyzing a marketing problem, while taking into account internal as well as external market related factors, especially consumer- or customer-related aspects

The main focus of this course is analysis of a company’s or business marketing situation. This analysis includes a series of internal and external factors of importance to a company and its marketing decisions. Thus, “Marketing Audit” provides broad insight into crucial fields of market analysis, such as macro environmental factors, the competitive situation, and internal company dynamics. Analyzing and understanding consumer behavior will be emphasized throughout the course. Students will work with collecting relevant data and applying marketing theory in the analytical process – the foundation for later development of marketing strategy and plans.
Teaching methods
The course draws on a combination of lectures, discussions, exercises, and student presentations. Students are expected to participate actively, especially during class exercises and presentations.
Teaching methods
The course draws on a combination of lectures, discussions, exercises, and student presentations. Students are expected to participate actively, especially during class exercises and presentations.
Student workload
Teaching (19 lectures, 10 class exercises) 58 hours
Preparation (19 lectures, 3 hrs prep + 10 class exercises, 2,5 hrs prep) 82 hours
Home Assignment 7 hours
Examination including exam preparation 60 hours
Expected literature

Indicative course literature:

Kotler, Keller, Brady, Goodman, Hansen. (2009) Marketing Management. Pearson Education Limited.
Steinar Kvale. (2007) Doing Interviews. SAGE Publications. (DI)
Last updated on 12-07-2012