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2014/2015  BA-BIMKO1000U  Marketing Audit

English Title
Marketing Audit

Course information

Language English
Course ECTS 7.5 ECTS
Type Mandatory
Level Bachelor
Duration One Semester
Course period Autumn
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for BA in Intercultural Marketing Communication
Course coordinator
  • Diana Storm - Department of Marketing (Marketing)
Main academic disciplines
  • Marketing
Last updated on 15-08-2014
Learning objectives
The student must demonstrate:
  • Knowledge and understanding of marketing theories and analytical models
  • Ability to apply these theories and models to identified marketing problems
  • Ability to independently define a marketing problem or issue for a marketing-oriented company or organization. Such problems can be related to foreign as well as domestic markets
  • Ability to collect primary and/or secondary data material and analyze the data material by applying relevant theories and analytical models, with the purpose of developing an accurate analysis of the marketing situation. This includes:
  • • Analyzing a company’s internal resources and strategic position • Analyzing a company’s competitive position • Analyzing relevant macro- and micro-environmental factors • Analyzing and segmenting a particular market • Analyzing consumer behavior in a particular market • Analyzing the relevance and meanings of culture to a company in a particular market
  • Making conclusions on the backdrop of the analysis and applying these in a SWOT framework
  • Ability to critically assess the strategic options the company faces, taking the marketing analysis as a point of departure
  • Collecting the data material on which the analysis is based in accordance with scientific principles, and evaluate the quality of the data (e.g. validity and reliability)
  • Demonstrate proficiency in scientific methods and communication, including: • Proper and consistent use of academic language • Correct use of references • Presenting all parts of the assignment in a coherent and well argued manner
Marketing Audit:
Exam ECTS 7,5
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
An individual oral examination based on a group essay created during the semester that presents a marketing situation analysis developed during the semester.
Essay: no more than 10 pages, regardless of group size. the same rules apply to individual essays.

Groups should consist of max. 2-5 students, but groups of 3-5 students are recommended. The oral examination can include the entire course literature, yet takes its primary outset in the group essay.
Size of written product Max. 10 pages
Assignment type Essay
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
Preparation time No preparation
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
Re-examination: If a student has participated in writing the group essay, but has been sick at the time of the oral examination, the re-examination will be based on a re-submission of the original group essay.
If a student has participated in writing the group essay, but has not passed the oral examination, the re-examination will be based on a re-submission of the original essay. The student may, however, choose to write a new, individual essay within a specified time period.
If a student has not participated in writing a group essay the student may take the re-examination provided that student has written and handed in an individual essay within a specified time period.
Description of the exam procedure
The oral examination takes its outset in the entire course literature, yet focuses on topics of relevance to the group exam case.
The 20-minute exam will follow these general guidelines:
·       First, each student makes an individual presentation (no more than 7-8 minutes). The presentation should not summarize the essay, but elaborate on important points, add other perspectives or discuss central issues in the essay.
·       Next is a discussion of the group exam case in which the examining teacher can raise both case-related and more general questions within the field of marketing. This discussion lasts about 7-8 minutes.
·       Finally, the student’s exam is evaluated and graded and feedback on the performance is given. Grading is based on the group essay as well the oral examination.
Course content and structure

The course provides, that the student:

  • Understands and masters thorough, independent and critical analysis of a company’s marketing situation
  • Is able to identify relevant marketing problems on the backdrop of their analysis
  • Gains knowledge and experience with analyzing a marketing problem, while taking into account internal as well as external market related factors, especially consumer- or customer-related aspects

The main focus of this course is analysis of a company’s or business marketing situation. This analysis includes a series of internal and external factors of importance to a company and its marketing decisions. Thus, “Marketing Audit” provides broad insight into crucial fields of market analysis, such as macro environmental factors, the competitive situation, and internal company dynamics. Analyzing and understanding consumer behavior will be emphasized throughout the course. Students will work with collecting relevant data and applying marketing theory in the analytical process – the foundation for later development of marketing strategy and plans.

Teaching methods
The course draws on a combination of lectures, discussions, exercises, and student presentations. Students are expected to participate actively, especially during class exercises and presentations.
Student workload
Teaching (18 lectures, 9 class exercises) 64 hours
Preparation (18 lectures, 3 hrs prep + 9 class exercises, 2,5 hrs prep) 76,5 hours
Home Assignment 7 hours
Examination including exam preparation 60 hours
Expected literature

Indicative course literature:

Holbrook & Hirschman. (1982). The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun. Journal of Consumer Research. Vol. 9, September ‘82, pp. 132-140.
Hollensen, Svend. (2005). Marketing Planning. A Global Perspective. McGraw-Hill. (Selected chapters)
Johnson, Whittington, and Scholes. (2010). Exploring Strategy. Prentice Hall.  (Selected chapters)
Kotler, Keller, Brady, Goodman, Hansen. (2012) Marketing Management. Pearson Education Limited.
Kvale, Steinar. (2007) Doing Interviews. SAGE Publications.  (Selected chapters)
Levitt, Theodore (1960). Marketing Myopia. Harvard Business Review, Jul/Aug60, Vol. 38 Issue 4, pp.45-56.
Norman, Richard. (1984). “Service Management Systems”. In: Service Management. Strategy and  Leadership in Service Business. Third edition. Wiley.
Porter, Michael E. (1985). Competitive advantage. Creating and Sustaining Superior Performance. New  York: Free Press.
Porter, Michael E. (2008). “The Five Competitive Forces That Shape Strategy.” Harvard Business  Review, “HBR’s Must-Reads on Strategy, pp. 23-42.
Schiffman, Kanuk, Hansen. (2008). Consumer Behaviour. A European Outlook. Pearson Education  Limited.  (Selected chapters)
Underhill, Paco. (1999). Why We Buy. The Science of Shopping. Simon & Schuster.  (Selected chapters)

Last updated on 15-08-2014