2013/2014 BA-HAI_1POM Principles of Marketing
English Title | |
Principles of Marketing |
Course information |
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Language | English |
Exam ECTS | 7.5 ECTS |
Type | Mandatory |
Level | Bachelor |
Duration | One Quarter |
Course period | Third Quarter, Spring |
Time Table | Please see course schedule at e-Campus |
Study board |
Study Board for BSc in International
Business
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Course coordinator | |
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Main academic disciplines | |
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Last updated on 11-07-2013 |
Learning objectives | |||||||||||||||||||||||
The learning objectives of this
course include skills such as organizing one’s thoughts and
arguments in a logical sequence, based on evidence and supported by
examples. Writing skills (spelling, grammar, punctuation, language
skills) are as important as cognitive skills and students will have
to demonstrate the ability to organize their arguments in a
structured (paragraph and sentence construction) as well as
critical fashion.
After having attended the course, students should:
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Examination | |||||||||||||||||||||||
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Course content and structure | |||||||||||||||||||||||
This is the core marketing class in the BSc IB programme. The
course takes students from mundane problems in daily marketing
activity to discovering the underlying theoretical issues behind
marketing as practice and science. The course places heavy emphasis
on analysing global cultural and social patterns and their impact
on marketing strategy. The basic course goals are therefore to
provide a comprehensive analysis of the basic principles of
marketing-related activities within firms, with specific
consideration given to problems in international marketing. In
particular, the impact of cultural differences and macro-social
patterns on global marketing activities will be discussed.
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Teaching methods | |||||||||||||||||||||||
The course is based on a combination of lectures, case workshops, class discussions and student presentations. The use of the case method in particular calls for each student, individually, to carefully read and think about each of the provided cases. In addition, student groups will be formed (with a maximum size of five-six students). The purpose of these groups is to help each member define, adjust and amplify his or her own thinking. The concept of student and discussion groups is to develop teamwork skills, used in companies for problem solving. An effective group will employ the skills of each member for a synergistic effect. A certain business case will be discussed each week during the class. Each group will then be given a specific question relating to one of the cases we discussed in class. | |||||||||||||||||||||||
Expected literature | |||||||||||||||||||||||
Selected chapters from the following
textbooks:
Philip Kotler et al., Principles of Marketing, Prentice-Hall, 5th European Edition (2010). Philip Kotler and Gary Armstrong, Principles of Marketing, Prentice-Hall, 14th US Edition (2012). Pervez Ghauri and Philip Cateora, International Marketing, McGraw-Hill, 3rd Edition (2010). Svend Hollendsen, Global Marketing: a Decision-Oriented Approach. Prentice-Hall, 5th Edition (2010). Additional weekly readings, like texts and case studies, will be made available through CBS Learn. Please note: minor changes may occur. The teacher will upload the final reading list and course handbook to CBS Learn two weeks before the start of the course. |