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2014/2015  KAN-CCMVV3009U  Marketing of Nations and Places

English Title
Marketing of Nations and Places

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration One Quarter
Course period Second Quarter
Timetable Course schedule will be posted at calendar.cbs.dk
Max. participants 80
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Marcus Schmidt - Department of Marketing (Marketing)
Main academic disciplines
  • Marketing
Last updated on 10-04-2014
Learning objectives
To obtain the grade 12 the student must, without flaws or with only few and insignificant shortcomings, meet the following criteria:
  • The student must be able to provide an overview of selected and core theories and models within the field of study
  • The student must be able to discuss relevant strengths and weaknesses of these theories and models
  • The student must be able to apply appropriate theories and models on specified problems
  • The student must be able to articulated proper arguments tha support a decisional solution based on the selected theories and models
  • The student must be able to analyze and provide an overview of secondary and primary data by identifying crucial patterns in the data using appropriate analytical tools
  • The student must be able to suggest relevant decisional alternatives and identify appropriate stretegies for the company
  • The student must be able to reflect about the pros and cons regarding alternative ways of action
Course prerequisites
Basic/Introductory Marketing course.
Oral exam based on group project:
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 Individual
Size of written product Max. 10 pages
Assignment type Project
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 Winter Term
Aids allowed to bring to the exam Closed Book
Make-up exam/re-exam
Same examination form as the ordinary exam
Description of the exam procedure
Selecting a topic:
Each group (consisting of 3-5 students) will select a topic (i. e. Bordeaux wine, Copenhagen, Tivoli, Poland, Irish whiskey, Chocolate from Belgium etc.)
Students will question a number of customers that have made a purchase if they know the country of manufacture of the product/service they have bought. In addition, the importance of country of origin to the purchase decision will be investigated.
Each group must carry out a small empirical survey. Options are a focus group, observations, a face-to-face interview, social-media surveys etc. Strict conditions of representativeness are not required, that is, convenience samples are accepted.
Survey results must be analyzed and findings are to be used for suggesting an appropriate marketing strategy for the coming years.
Course content and structure
This course deals with the extent to which a country can be branded like a product or service. It is commonly accepted that a country’s image is a factor in consumers’ evaluation of products and services. For instance, consumers perceive products “Made in Germany” quite differently from products “Made in China”. Likewise, products “Made in Denmark” are perceived quite differently in the Muslim world before and after the cartoon crises. 
However, whether a nation itself can be branded in the same way as a product of a company is open to discussion. First, students will learn how a country’s image affects consumers’ perception of its products and services, how image can be measured and how it can be utilized as a marketing tool. Second, we will discuss how a nation’s regions and municipalities can be branded. Third, we will debate appropriate strategies for a nation and its companies when it comes to handling unexpected developments affecting the perception of the national brand (managing worst case scenarios).
The course will cover the following issues: How does a country’s image influence consumer perception and buying intentions of its products? How can a country’s image be managed to influence sales of the country’s products and services? To what extent can countries, regions and cities be branded like products? How can a government and its institutions (foreign ministry, trade ministry etc.) employ suitable communication strategies aimed at improving and/or restoring the way foreign consumers perceive the country and its companies?
Teaching methods
Lectures, case study discussions, store observations, Internet searches, PC lab sessions and a group project. The aim of the group project will be to suggest a marketing strategy for an entity (country, region, city, event, amusement park, etc.).
While it is not intended to market a company, some firms (Nokia, Lego, BMW etc.) possess a reputation as global brands that influence consumers’ view of the whole country.
Further Information
Changes in course schedule may occur
Wednesday 13.30-17.00, week 44-50
Wednesday 12.35-17.00, week 51
Expected literature
Eugene B. Jaffe and Israel D. Nebenzahl (2006) National Image and Competitive Advantage, Copenhagen Business School Press
Philip Kotler, Somkid Jatusripitak and  Suvit Maesincee (1997), The Marketing of Nations, Free Press)
Selected publications/papers

Last updated on 10-04-2014