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2015/2016  BA-BHAAI1015U  Introduction to Marketing

English Title
Introduction to Marketing

Course information
Language English
Course ECTS 7.5 ECTS
Type Elective
Level Bachelor
Duration Summer
Start time of the course Summer
Timetable Course schedule will be posted at calendar.cbs.dk
Max. participants 120
Study board
Study Board for BSc in Economics and Business Administration
Course coordinator
  • Course instructor - Dr. Maxwell Winchester, Maxwell.Winchester@vu.edu.au
    Sven Bislev - Department of Intercultural Communication and Management (ICM)
In case of any academic questions related to the course, please contact the course instructor or the academic director, Sven Bislev at sb.ikl@cbs.dk
Main academic disciplines
  • Customer behaviour
  • Communication
  • Marketing
Last updated on 12-05-2016
Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors:
  • Describe the key elements of the marketing mix and demonstrate how they fit within an organisation's marketing strategy
  • Compare alternative theories of consumer behaviour and contrast how they influence marketing activities
  • Examine the practical implications of core marketing theory including marketing empirical generalisations, the Double Jeopardy and Duplication of Purchase laws.
  • Identify marketing problems in business situations using marketing research and marketing metrics
  • Formulate basic marketing strategies that can be implemented to address marketing problems
  • Describe the role of the marketer and the marketer's contribution to the direction of the organisation
Course prerequisites
No prerequisites.
Examination
Introduction to Marketing:
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, Ordinary exam: 1-5 August 2016
Retake exam: Within two months from the ordinary exam.
Aids allowed to bring to the exam Closed Book: no aids
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.
4 hour written exam, with a new exam question
Course content and structure

This course provides an introduction to the marketing function of the organisation. Identifying and meeting the needs of clients and customer groups is critical to achieving organisational goals. This course provides an overview of the theories and principles of marketing, which are supported by marketing science. The focus is on how organisations identify the needs of their target markets, understand the buying behaviour of their target markets, and develop a marketing mix to satisfy the needs and wants of these markets. While the course has a theoretical base that is underpinned by a marketing science approach, practical application of the concepts of marketing is an essential element.

 

Class 1: Introduction & The Marketing Environment   

 

Class 2: Consumer Buying Behaviour  

 

Class 3: Customer Segmentation and Targeting 

 

Class 4: Meaningful Marketing Metrics & Marketing Research 

 

Class 5: Product (Goods & Services) 

 

Class 6: Pricing and Discounting 

 

feedback activity: Online test

 

Class 7: Place: Physical availability, Retailing and Shopping 

 

Class 8: Promotions: Advertising and Media Decisions 

 

Class 9: Global Marketing 

 

Class 10: Strategic Marketing Planning & Corporate & Social Responsibility 

 

Class 11: Comprehensive Review

 
Teaching methods
This is a course where learners are responsible for managing their own time in completing prescribed reading, undertaking further research and completing assessment tasks. Students are expected to participate in practical problem solving sessions, usually through team work, in class, and through case study analysis. Students are supported through regular in-class contact, such as seminars and are expected to participate in online learning activities, peer discussion and review, and self-reflection. The teaching format for this course will be a seminar based one. This will involve presentation of material by the instructor, combined with case studies, discussions and will be supported by a range of audio visual examples. For every classroom-based contact hour it is expected that students will undertake another two hours of self-directed work.
Student workload
Preliminary assignment 10 hours
Classroom attendance 33 hours
Preparation 144 hours
Feedback activity 7 hours
Examination 12 hours
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 1 in order to 'jump-start' the learning process.

 

Feedback Activity: A feedback activitity defined by the course instructor will take place app. half-way through the course. 
 

 

The timetable is available on  http://www.cbs.dk/files/cbs.dk/isup_timetable_2016_updated.pdf
Expected literature

PRIMARY LITERATURE (MUST-HAVE BOOKS):

 

Sharp, Byron.

Marketing: Theory, Evidence, Practice.

ISBN 978-0195573558

Oxford University Press

Edition/year 2013

Last updated on 12-05-2016