2015/2016
KAN-CBCMO1007U Advanced Project Work
| English Title |
| Advanced Project
Work |
|
|
| Language |
English |
| Course ECTS |
7.5 ECTS |
| Type |
Mandatory |
| Level |
Full Degree Master |
| Duration |
One Quarter |
| Start time of the course |
Spring |
| Timetable |
Course schedule will be posted at
calendar.cbs.dk |
| Study board |
Study Board for MSc in Economics and Business
Administration
|
| Course
coordinator |
- Anne Martensen - Department of Marketing (Marketing)
- Mogens Bjerre - Department of Marketing
(Marketing)
|
| Contact information:
https://e-campus.dk/studium/kontakt |
| Main academic
disciplines |
|
|
|
Last updated on
07-07-2015
|
| Learning objectives |
To achieve the grade 12, students
should meet the following learning objectives with no or only minor
mistakes or errors: At the end of the course the student is
expected to be able to:
- Produce a full marketing plan for a brand, including an
analysis of the company, competitors, collaborators,
economic/political context and consumers leadiing to a SWOT
analysis, strategic recommendations, tactics and
time/budgetline.
- Collect and analyze relevant first-and second-hand qualitative
and quantitative market data.
- Deal proactively and creatively with logistics and practical
hurdles in gathering information, distributing tasks and
collaborate dynamically within a team environment under time
pressure.
- Identify useful theories, models and metrics from the branding
and communication literature and earlier coursework to support the
analysis of the concrete case-study.
|
| Examination |
|
Advanced
Project Work:
|
| 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 |
Group exam, max. 5 students in the
group |
|
Groups are formed of 3-5 students. There will not
be given dispensation for smaller groups as the case load cannot
bear this.
The oral exam is individual |
| Size of written product |
Max. 15 pages |
| Assignment type |
Project |
| Duration |
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 external examiner |
| Exam period |
Spring |
| Aids allowed to bring to the exam |
Closed Book |
| Make-up exam/re-exam |
Same examination form as the ordinary
exam
|
|
| Course content and
structure |
|
Aim of the course
The course aims to have students apply strategic branding theories,
models, and metrics to the real world of branding and
communications. This is done by engaging in case studie
presented/provided by companies at CBS.
Contents
The students be involved in developing a marketing plan for a
brand. The students are formed into teams, each of which analyzes,
describes, documents, and presents a brand strategy. Each team
will be provided with a coaching session by faculty in the
beginning and midway through the assignment. The written
project is the basis for individual oral examinations.
Course Progression
The particular brand focus depends on the assigned case-study and
company. A number of teams will be assigned to each company .
It is a dynamic hands-on learning process where each team will
collect both first-and second-hand data which it will use to
produce (ore evaluate) a new brand strategy. It is based on the
applictaion of academic insights and practical acumen to deal with
real-life challenges during information gathering, analysis and
write-up.
|
| Teaching methods |
| The students will be given a lesson
in “how to write a case-story”. The advanced project work will be
prepared in groups of around 4-5 students. Each group is allowed a
half-hour coaching session with faculty halfway through the
assignment. The written case-stories (20-25 A4 pages) are handed in
(June) and form the basis for an oral exam of the group
(June). |
| Expected literature |
|
Adverting Works, IPA cases, NTC Publications, 2005
Reklamen til Eksamen 1-10, udgivet af DRRB
|
Last updated on
07-07-2015
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