2014/2015
KAN-CIMMO1015U Perspectives in Marketing and Marketing
Research
| English Title |
| Perspectives in Marketing and
Marketing Research |
|
|
| Language |
English |
| Course ECTS |
7.5 ECTS |
| Type |
Mandatory |
| Level |
Full Degree Master |
| Duration |
One Semester |
| Course period |
Autumn |
| Timetable |
Course schedule will be posted at
calendar.cbs.dk |
| Study board |
Study Board for MSc in Economics and Business
Administration
|
| Course
coordinator |
|
|
| Main academic
disciplines |
- Marketing
- Statistics and mathematics
|
|
Last updated on
04-07-2014
|
| Learning objectives |
The main objective is develop an
ability to evaluate marketing research (through own experience)
when working in marketing and management in a corporate function.At
the end of the course the student is expected to be able to:
- Demonstrate the ability to structure complex problems in
relation to a description and analysis of empirical problem fields.
I.e. develop and delimit an original formulation of a marketing
problem being investigated.
- Critically discuss and apply adequate scientific methods and
the relevant theories within the area of marketing to the problem
investigated.
- Critically discuss and apply a relevant marketing research
design for the marketing problem being investigated.
- Assemble and process valid and reliable data, relevant to the
problem and sub-problems under scrutiny
- Edit a well-structured marketing research project, written with
clear arguments, easy to understand.
|
| Examination |
|
Perspectives
in Marketing and Marketing Research:
|
| Exam
ECTS |
7,5 |
| Examination form |
Home assignment - written product |
| Individual or group exam |
Group exam, max. 4 students in the
group |
|
Written report (max. 50 pages) prepared in groups
of 4 students. However, it is a requirement that the different
parts of the paper are individualized, so it clearly shows who has
written which part in order to facilitate the possibility of
individual grading. |
| Size of written product |
Max. 50 pages |
| Assignment type |
Project |
| Duration |
Written product to be submitted on specified date
and time. |
| Grading scale |
7-step scale |
| Examiner(s) |
Internal examiner and external examiner |
| Exam period |
Winter Term |
| Make-up exam/re-exam |
Same examination form as the ordinary exam
|
Description of the exam
procedure
Written group project (max. 50 pages)
in groups of 4 students. The exam is held as a group exam with
individual examination. Each group will be have an assigned
advisor. As each student receives an individual grade, each group
member must identify the exam sections he/she has authored.
The Project is due in January. The make-up/re-exam takes place in
March. The make-up/re-exam project can be written individually or
in groups (provided that other students are taking the
make-up/re-exam)
|
|
| Course content and
structure |
|
Perspectives in Marketing and Marketing Research concentrates on
the principles of marketing from a conceptual and analytical
perspective with the aim to create an understanding of the role of
Marketing Models in Marketing Research. The course analyses and
discusses the challenges and issues of international marketing in
relation to e.g. the following perspectives:
- Transaction cost versus relationship marketing.
- Service marketing versus product marketing.
- Business-to-business marketing versus business to-consumer
marketing.
Based on these themes in marketing we proceed to provide insights
in the marketing research process. Perspectives in Marketing and
Marketing Research thus aims at combining the theoretical
understanding with practical application through the Marketing
Research Process.
A major part of the course is a project work, which will be
carried out in groups of both Danish and foreign students. Groups
are to carry out a marketing research project for a specific firm.
The project aims towards a full scale marketing research plan.
Given the time constraint, the empirical part of the project is
limited to a pilot study. Groups are expected to find their own
company contacts.
|
| Teaching methods |
| The teaching mainly takes place in
large classes and consists of a mixture of dialog-based lectures,
presentations, discussions, and assignments/cases. The projects are
prepared in groups of 4 students with an assigned
advisor. |
| Expected literature |
|
Indicative literature:
Malhotra & Birk: Marketing Research - An Applied Approach.
Pearson 2010
Marketing Research 4th edn, 4/E
Naresh Malhotra
David Birks
Peter Wills
ISBN-10: 0273725858
ISBN-13: 9780273725855
Publisher: Pearson
|
Last updated on
04-07-2014
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