| 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
|
| Examination |
|
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 |
| 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 |
| 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)
|
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