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2013/2014  KAN-CB16  Marketing and Creative Processes

English Title
Marketing and Creative Processes

Course information
Language English
Exam ECTS 7.5 ECTS
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
  • Stefan Schwarzkopf - MPP
Main academic disciplines
  • Marketing
Last updated on 13-08-2013
Learning objectives
This course aims at giving students an understanding of creative processes within a marketing context. The specific learning objectives of the course are the following
  • Develop an understanding for the various considerations involved in marketing planning, including Product Innovation, Pricing, Promotion and Retail/Distribution Strategy
  • Analyze the marketing challenges facing organizations in an environment characterised by high levels of both competition and consumers’ marketing literacy
  • Evaluate marketing opportunities requiring the creation of new markets, new products or the recombinations of existing product and service portfolios
  • Create, describe and evaluate different concepts of branding, marketing communication, competitive positioning and marketing strategy
  • Describe and use different creative marketing strategies in relation to product innovation and communication
Examination
Examination:
Examination form Oral exam based on written product

In order to participate in the oral exam, the written product must be handed in before the oral exam; by the set deadline. The grade is based on an overall assessment of the written product and the individual oral performance.
Individual or group exam Group exam, max. 5 students in the group
Size of written product Max. 15 pages
If written individually the project must be max. 10 pages.
Assignment type Project
Duration
Written product to be submitted on specified date and time.
20 min. per student, including examiners' discussion of grade, and informing plus explaining the grade
Grading scale 7-step scale
Examiner(s) Internal examiner and second internal examiner
Exam period December/January
Make-up exam/re-exam
Same examination form as the ordinary exam
If a student is ill during the regular oral exam, he/she will be able to re-use the project at the make-up exam. If a student is ill during the writing of the project and did not contribute to the 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 project (confer advice from the examiner) and hand it in on a new deadline specified by the secretariat.
Course content and structure
Marketing comprises a set of activities that work in concert with other business functions such as logistics, technology, production, customer services, and the secondary value functions of finance, legal services, and accounting. However, marketing is much more than a set of functions, managerial strategies, models and techniques which treat the market merely as the end of business strategy and marketing campaigns as instrumental means. In an environment characterised by high levels of media fragmentation, consumer activity, and consumers’ expanding marketing literacy, it is important to understand how creative processes work within a marketing context. In this course, students will therefore be introduced to key creative processes within a contemporary marketing context that treats consumers as an active part in the value creation process.

This course thus acts as an introductory course into creative business processes in relation to marketing, and will provide students with an understanding of marketing as a philosophy rather than merely as a business function. In particular, the role of consumers and their expactations and interactions with firms, brands and products will be discussed. The course will take students from the various stages of a marketing campaign, from preliminary research and market analysis, to segmentation, targeting and positioning, and finally to issues of (service) product development, integrated communications, pricing, retail/distribution decisions, and finally relationship management. Throughout the course, organizational and personal contexts for creative processes as well as work in creative industries will be addressed.
Teaching methods
Class and lecturers will meet once a week for four hours in total. The course consists of two forms of teaching (two sessions): during the first session of two hours, Stefan Schwarzkopf will present the relevant theoretical topics of the week (models, theories, and research methods) in form of an interactive lecture. After a short break, Anthony Aconis and Stefan Schwarzkopf will meet the class in a second session. This will take place as an intensive and discussion-based seminar in which specific “real-life” cases from the world of campaign planning, product marketing, and creative execution are analysed in class. During some of the weeks, the order of session 1 (lecture) and session 2 (seminar) will be reversed in order to bring out theoretical issues after a specific case has been discussed in the seminar.

The course will start with an introductory session at which the course co-ordinators will explain the rationale and structure of the course, the course aims, the literature base, the case studies, and the structure of the mini-project.
Expected literature
Please note that literature is only guidning.

P. Kotler, G. Armstrong, V. Wong, J. Saunders, Principles of Marketing. 5th European Edition, 2008. Chapter 1, 3, and 4.
P. A. Titus, ‘Applied creativity: the creative marketing breakthrough model’, Journal of Marketing Education, Vol. 29 No. 3 (2007), pp. 262-272.
N. Bendapudi, R. P. Leone,‘Psychological implications of customer participation in co-production’, Journal of Marketing, Vol. 67, No. 1 (2003), pp. 14-28.
Last updated on 13-08-2013