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2014/2015  KAN-CIMMO1015U  Perspectives in Marketing and Marketing Research

English Title
Perspectives in Marketing and Marketing Research

Course information

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
  • Sven Junghagen - MPP
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.
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