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2014/2015  KAN-CCMVI2006U  Developing the Marketing Plan: Theory and application

English Title
Developing the Marketing Plan: Theory and application

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration Summer
Course period Summer
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Course instructor - Dr Jim Stock, University of South Florida
    Patricia Plackett - MPP
Main academic disciplines
  • Innovation and entrepreneurship
  • Management
  • Marketing
  • Corporate and Business Strategy
Last updated on 20-05-2014
Learning objectives
At the end of the course the student should be able to:
  • Explain concepts, theories, models and frameworks used in the development of a marketing plan.
  • Describe the methods and tools that can be used for each step in the development of a marketing plan.
  • Describe best practice examples of marketing plans.
  • Evaluate market plan designs from the perspective of different audience groups.
Course prerequisites
Basic understanding of marketing principles.
Prerequisites for registering for the exam
Number of mandatory activities: 1
Compulsory assignments (assessed approved/not approved)
Mandatory Mid-term Assignment: An individually prepared assignment to be submitted online involving a SWOT analysis of case to be analyzed.
4-hour Written Examination:
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 students with the knowledge necessary to prepare a business plan, competence that is crucial for starting up a business and for making correct business decisions as the enterprise evolves. It systematically covers all components of the work in preparing a market plan. The course includes a class on the important topic of creativity in marketing planning. In addition to the Mandatory Mid-term Assignment based on a case based on a SWOT analysis there will be a Preliminary Assignment that involves a SWOT analysis of a case. 

Class Schedule
Class 1Introduction – course overview, summary of marketing plan components
Class 2Thinking creatively – video, discussion, personal creativity quiz
Class 3Preliminary Assignment – SWOT analysis summary based on reading
Class 4Financial aspects of marketing decisions, marketing planning
Class 5Mandatory Mid-term Assignment – case with questions. Customers and customer service issues
Class 6Customers and customer service issues
Class 7Market research
Class 8Market segmentation and target marketing
Class 9Marketing mix
Class 10Marketing mix
Class 11Comprehensive Review
Teaching methods
Lectures, video clip analysis, discussions will be based on analysis of case studies and various examples.
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
Two textbooks and one case are required.  Textbooks include: 

(1) Marian Burk Wood, The Marketing Plan Handbook, 5th ed./2014, published by Pearson Education (ISBN: 9781292021676)  

(2) William A. Cohen, The Marketing Plan, 5th ed./2006. Published by John Wiley & Sons (ISBN:  0-471-75529-X).  One case study, which will be used in the Mandatory Mid-term Assignment, is CUTCO Corporation, by Robert A. Peterson (KERIN159), published by Pearson Education (13-pages in length).
Last updated on 20-05-2014