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2014/2015  BA-BHAAI1015U  Introduction to Marketing

English Title
Introduction to Marketing

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Bachelor
Duration Summer
Course period Summer
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for BSc in Economics and Business Administration
Course coordinator
  • Course instructor - Dr. Maxwell Winchester, Victoria University
    Patricia Plackett - MPP
Main academic disciplines
  • Marketing
Last updated on 20-05-2014
Learning objectives
At the end of the course the student should be able to:
  • Describe the key elements of the marketing mix and demonstrate how they fit in with an organisation’s marketing strategy.
  • Compare alternative theories of consumer behavior and contrast how they influence marketing activities.
  • Examine the practical implications of core marketing theory including marketing empirical generalisations, the Double Jeopardy and Duplication of Purchase Laws.
  • Identify marketing problems in business situations using marketing research and marketing metrics.
  • Formulate basic marketing strategies that can be implemented to address marketing problems.
  • Describe the role of the marketer and the marketer’s contribution to the direction of the organization.
Course prerequisites
As this is an introductory course, there are no prerequisites.

The following message is only relevant to HA Almen students:
Du må kun tilmelde dig faget, hvis du skal på udveksling på 5. semester i efteråret 2014 og har behov for at tage faget forud for dit ophold, jf. mail udsendt til 2. årgang den 3. februar 2014 samt oversigten over ISUP fag på HA Almens sider på e-campus.
Prerequisites for registering for the exam
Number of mandatory activities: 1
Compulsory assignments (assessed approved/not approved)
Mandatory Mid-term Assignment: The Mandatory Mid-term Assignment will involve completing a case study “Marketing the Eco-Shack” to be found on Page 272 of the Sharp (2013) textbook with a written solution prepared for class presentation.
4-hour written exam:
Exam ECTS 7,5
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:
  • Allowed dictionaries
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 course provides an introduction to the marketing function of the organisation. Identifying and meeting the needs of clients and customer groups is critical to achieving organisational goals. This unit of study provides an overview of the theories and principles of marketing, which are supported by marketing science. The focus is on how organisations identify the needs of their target markets, understand the buying behaviour of their target markets, and develop a marketing mix to satisfy the needs and wants of these markets. While the course has a theoretical base that is underpinned by a marketing science approach, practical application of the concepts of marketing is an essential element.
The Preliminary Assessment will involve a short (20-question) multiple-choice quiz that will cover some sections of the textbook for the course. The Mandatory Mid-term Assignment will involve a case study solution to be presented in a short report for class presentation.

Class Schedule

Class Topic
Class 1 Introduction & The Marketing Environment  (Chs 1 & 5, Sharp, 2013)
Class 2 Consumer & Business Buying Behaviour  (Ch 2, Sharp, 2013)
Class 3 Customer Segmentation and Targeting (Ch 6, Sharp, 2013)
*Preliminary Assignment Due
Class 4 Meaningful Marketing Metrics & Marketing Research (Chs 3 & 4, Sharp, 2013)
Class 5 Product (Goods & Services) (Ch 7, Sharp, 2013)
*Mandatory Mid-term Assignment
Class 6 Pricing and Discounting (Ch 9, Sharp, 2013)
Class 7 Place: Physical availability, Retailing and Shopping (Ch 8, Sharp, 2013)
Class 8 Promotions: Advertising and Media Decisions (Chs 10 & 11, Sharp, 2013)
Class 9 Global Marketing Sharp, (Ch 13 , 2013)
Class 10 Strategic Marketing Planning (Ch 12, Sharp, 2013)
Class 11 Comprehensive Review
Teaching methods
This is a course in which learners are responsible for managing their own time in completing prescribed reading, undertaking further research and completing assessment tasks. Students are expected to participate in practical problem.solving sessions, usually through team work, in class, and through case study analysis. Students are supported through regular in-class contact, such as seminars and are expected to participate in online learning activities, peer discussion and review, and self-reflection. The teaching format for this course will be a seminar based one. This will involve presentation of material by the instructor, combined with case studies, discussions and will be supported by a range of audio visual examples. For every classroom-based contact hour it is expected that students will undertake another two hours of self-directed work.
Further Information
Preliminary Assignment: To help students get maximum value from ISUP courses, instructors provide a reading or a small number of readings or video clips to be read or viewed before the start of classes with a related task scheduled for class 3 in order to 'jump-start' the learning process.
Expected literature


Sharp, B.  (2013).  Marketing: Theory, Evidence, Practice.  South Melbourne, Oxford University Press.
ISBN: 978 0195573558.

Last updated on 20-05-2014