English   Danish

2014/2015  KAN-CBCMU1007U  Advanced Project Work

English Title
Advanced Project Work

Course information
Language English
Course ECTS 7.5 ECTS
Type Mandatory
Level Full Degree Master
Duration One Quarter
Course period Spring
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Mogens Bjerre - Department of Marketing (Marketing)
  • Torsten Ringberg - Department of Marketing (Marketing)
Main academic disciplines
  • Marketing
Last updated on 08-07-2014
Learning objectives
At the end of the course the student is expected to be able to:
  • Produce a full marketing plan for a brand, including an analysis of the company, competitors, collaborators, economic/political context and consumers leadiing to a SWOT analysis, strategic recommendations, tactics and time/budgetline.
  • Collect and analyze relevant first-and second-hand qualitative and quantitative market data.
  • Deal proactively and creatively with logistics and practical hurdles in gathering information, distributing tasks and collaborate dynamically within a team environment under time pressure.
  • Identify useful theories, models and metrics from the branding and communication literature and earlier coursework to support the analysis of the concrete case-study.
Examination
Advanced Project Work:
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
Groups are formed of 3-5 students. There will not be given dispensation for smaller groups as the case load cannot bear this.
The oral exam is individual
Size of written product Max. 15 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
Preparation time No preparation
Grading scale 7-step scale
Examiner(s) Internal examiner and external examiner
Exam period Spring Term
Aids allowed to bring to the exam Closed Book
Make-up exam/re-exam
Same examination form as the ordinary exam
Course content and structure

Aim of the course
The course aims to have students apply strategic branding theories, models, and metrics to the real world of branding and communications. This is done by engaging in case studie presented/provided by companies at CBS.
 
Contents
The students be involved in developing a marketing plan for a brand. The students are formed into teams, each of which analyzes, describes, documents, and presents a brand strategy. Each team will be provided with a coaching session by faculty in the beginning and midway through the assignment. The written project  is the basis for individual oral examinations.
 
Course Progression
The particular brand focus depends on the assigned case-study and company.  A number of teams will be assigned to each company . It is a dynamic hands-on learning process where each team will collect both first-and second-hand data which it will use to produce (ore evaluate) a new brand strategy. It is based on the applictaion of academic insights and practical acumen to deal with real-life challenges during information gathering, analysis and write-up. 
 
Teaching methods
The students will be given a lesson in “how to write a case-story”. The advanced project work will be prepared in groups of around 4-5 students. Each group is allowed a half-hour coaching session with faculty halfway through the assignment. The written case-stories (20-25 A4 pages) are handed in (June) and form the basis for an oral exam of the group (June).
Expected literature

Adverting Works, IPA cases, NTC Publications, 2005
Reklamen til Eksamen 1-10, udgivet af DRRB
Last updated on 08-07-2014