2013/2014
BA-HA_HU72 Introduction to Marketing
| English Title |
| Introduction to
Marketing |
|
|
| Language |
English |
| Exam ECTS |
7.5 ECTS |
| Type |
Elective |
| Level |
Bachelor |
| Duration |
Summer |
| Course period |
Please check www.cbs.dk/summer for the course
schedule. |
| Time Table |
Please see course schedule at e-Campus |
| Study board |
Study Board for BSc in Economics and Business
Administration
|
| Course
coordinator |
- Course instructor - Ginger Grant, Sheridan College
Patricia Plackett - Department of Operations Management
(OM)
|
| Main academic
disciplines |
- Globalization, International Business, markets and studies
- Marketing
- Experience economy and service management
|
|
Last updated on
11-11-2013
|
| Learning objectives |
At the end of the course the student
should be able to:
- Identify and analyze environmental impacts on consumers
- Plan marketing objectives and develop marketing strategies in a
global setting
- Design marketing research to generate information for
estimating size and growth of markets
- Develop analysis as a basis for effective value-based pricing
strategies
- Target high-potential customer segments
- Develop competitive positioning strategies
- Plan programs for improving customer focus and
relationships
- Design and implement marketing communications programs that
connect effectively with customers; and
- Measure the performance impacts of marketing
programs
|
| Course prerequisites |
| This course should be accessible to
all undergraduate students. |
| Prerequisites for registering for the
exam |
|
Compulsory assignments
(assessed approved/not approved)
Mandatory Mid-term Assignment: Mid-term oral group presentation of
an assigned case. Whoever tells the best story - wins!
(present a short case using visual narrative, teams to compare and
contrast effectiveness of analysis and
presentation).
|
| Examination |
|
4-hour written
exam:
|
| Examination form |
Written sit-in exam |
| Individual or group exam |
Individual |
| Assignment type |
Written assignment |
| Duration |
4 hours |
| Grading scale |
7-step scale |
| Examiner(s) |
One internal examiner |
| Exam period |
Summer Term |
| Aids allowed to bring to the exam |
Limited aids, see the list below and the exam
plan/guidelines for further information:
|
| Make-up exam/re-exam |
Same examination form as the ordinary exam
If the number of registered candidates for the make-up
examination/re-take examination warrants that it may most
appropriately be held as an oral examination, the programme office
will inform the students that the make-up examination/re-take
examination will be held as an oral examination
instead.
|
|
| Course content and
structure |
|
This introductory level course in marketing will prepare the
student for further studies in the field of marketing and market
research. The course will also explore current trends in marketing
and how they can be utilized to give a company competitive
advantage. Emphasis will be placed on the student’s ability to
identify and measure customer needs and segments, competitive
positioning, anticipate and forecast new product sales and
strategies in persona development, brand awareness and
communication. The aim of this course is to train students to
critically evaluate complex market data and match them to customer
needs.
The course will be structured as follows:
Lesson 1 Defining Marketing
and the Marketing Process both strategic and operational
Lesson 2 Introduction to
Marketing Strategy in a Global Marketplace
Lesson 3 Marketing, Social
Responsibility and Relationship Management
Lesson 4 Analyzing the
Marketing Environment – competitive intelligence
Lesson 5 Analyzing the
Marketing Environment – cultural intelligence
Lesson 6 Review Class
Lesson 7 Consumer Buying
Behaviour, Empathy Maps
Lesson 8 Segmentation,
Targeting and Positioning using Brand Personas
Lesson 9 Segmentation,
Targeting and Positioning in Brand Management
Lesson 10 Brand Strategy and the Creative
Brief, Marketing Communications Decisions
Lesson 11 ComprehensiveReview
Each lesson contains a lecture, small case study and discussion.
Students are expected to be active participants in the learning
experience as opposed to passive receptacles for information.
The course's development of personal
competences:
Students are expected to be active participants in the learning
experience. Clear and concise communication will be stressed. In
addition to the material covered in the lectures, students will
develop practical research and analytical skills as well as tools
and techniques to enhance formal business presentations.
|
| Teaching methods |
Lectures, seminars, exercises, case
study discussions, and case study presentations.
Preliminary Assignment: To help students get maximum value from
ISUP courses, instructors provide a reading or a small number of
readings to be read before the start of classes with a related task
or tasks in the first two classes in order to 'jump-start'
the learning process.
Prior to the first class, students are asked to read and review the
following short essays. Read and be prepared to discuss in the
first class!
Meaningful Digital Strategy -
http://changethis.com/manifesto/64.02.NextEvolution/pdf/64.02.NextEvolution.pdf
The Face-to-Face Manifesto -
http://changethis.com/manifesto/94.05.FaceManifesto/pdf/94.05.FaceManifesto.pdf
How to Tell a Story -
http://changethis.com/manifesto/98.01.StoryWars/pdf/98.01.StoryWars.pdf |
| Expected literature |
|
Textbook:
Lambin, Jean-Jacques, Market-Driven Management, Palgrave
Macmillan, Third Edition, 2011
Introductory marketing case studies: (to be supplied by instructor
in class)
|
Last updated on
11-11-2013
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