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2014/2015  BA-BBLCV1160U  Marketing – The Essentials and the Trend Drivers

English Title
Marketing – The Essentials and the Trend Drivers

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Bachelor
Duration One Semester
Course period Autumn, Spring
Timetable Course schedule will be posted at calendar.cbs.dk
Min. participants 40
Max. participants 50
Study board
Study Board for BSc og MSc in Business, Language and Culture, BSc
Course coordinator
  • cand. ling. merc., HD(A)
    Robert Ibsen - MSC
Course administrator: Tove Pedersen, tpe.stu@cbs.dk
Main academic disciplines
  • Globalization, International Business, markets and studies
  • Supply Chain Management and Logistics
  • Marketing
  • Language and Intercultural Studies
Last updated on 13-06-2014
Learning objectives
Upon successful compeletion of the course, students will have acquired a more holistic overview of the driving forces affecting the company’s options on a daily basis – including the importance of the company’s network, sustainability and intercultural imperatives.
Furthermore, students will be able to:
  • Analyze a company’s situation and challenges, internal as well as external, in relation to its current and future marketing efforts – using relevant tools and frameworks for such analyses
  • Identify relevant overall marketing options for the company while considering implications for the company, its network and supply chain
  • Propose viable marketing strategies solidly aligned with the imperatives identified through analyses of all relevant factors
  • Understand the increasing importance of various driving forces in the market place, such as a focus on sustainability and CSR, intercultural differences etc. and how these drivers impact on company options
  • Apply their insight in order to develop a general-type marketing strategy for a company addressing and incorporating the above issues
Course prerequisites
English language skills at least at B2 level (CEFR)
Marketing – The Essentials and the Trend Drivers:
Exam ECTS 7,5
Examination form Home assignment - written product
Individual or group exam Individual
Size of written product Max. 10 pages
Assignment type Written assignment
Duration 7 days to prepare
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period December/January and May/June
Make-up exam/re-exam
Same examination form as the ordinary exam
Course content and structure

Overall course objectiveis to introduce students to the basics of Marketing as well as the wider context for a company’s marketing efforts. The course will introduce students to a combination of
1) the Essentials of Marketing
2) the wider business context in which Marketing Management must navigate.
The course will focus on introducing students, in fairly equal measure, to BtB and BtC markets and the factors influencing both markets,  i.e. the driving forces affecting the company’s options in the marketplace, such as shifting consumer preferences and the need for continuous innovation, social responsibility, the relevance and importance of emerging markets etc.
Highlights of course contents
The course will introduce students to:


  • Tools for understanding and analyzing internal and external factors influencing the company’s choice of marketing approach
  • The relevance and difficulties of designing best fit between the company’s overall strategies and choice of marketing strategies, i.e. the strategic role of marketing for the company
  • The importance of aligning marketing efforts with the company’s overall supply chain considerations -  i.e. the company’s marketing efforts in a wider perspective
  • Tools for aligning the company’s marketing efforts with intercultural characteristics of target markets
  • The basics of relationship management in a corporate perspective, i.e. the importance of understanding the company’s role and impact in its networks and how the company can optimize on its marketing efforts through such relations
Teaching methods
The course consists of a combination of lectures, case work, student presentations, discussions and interactive exercises.
Further Information
Changes in course schedule may occur.
Wednesday 8.00-10.35, week 36-41, 43-50. Hold A
Wednesday 10.45-13.20, week 36-41, 43-50. Hold B
Expected literature
Textbook: Hooley/Piercy/Nicoulaud: Marketing Strategy & Competitive Positioning, 5th Edition, 2012 (Prentice Hall)
In addition students are expected to download cases, articles and slidepacks for individual sessions uploaded on Learn.
Last updated on 13-06-2014