2015/2016
KAN-CCMVV3010U Product Development and Target Market
Segmentation
| English Title |
| Product Development and Target Market
Segmentation |
|
|
| Language |
English |
| Course ECTS |
7.5 ECTS |
| Type |
Elective |
| Level |
Full Degree Master |
| Duration |
One Quarter |
| Start time of the course |
First 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)
|
| Kontaktinformation:
https://e-campus.dk/studium/kontakt
eller Contact information:
https://e-campus.dk/studium/kontakt |
| Main academic
disciplines |
|
|
|
Last updated on
21-04-2015
|
| Course prerequisites |
| Basic/Introductory Marketing
course. |
| Examination |
|
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. 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 second internal
examiner |
| Exam period |
Autumn and Autumn |
| 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.
developing a new physical product, repositioning a service product,
redefining a target market etc.)
Students will question a number of customers either by way of
face-to-face interviews or by way of online surveys (social media).
Survey:
Each group must carry out a small empirical survey. Options are a
focus group (required), 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 next 12
month.
|
|
| Course content and
structure |
|
The purpose of the course is to give the student a profound
insight into the methods used by consulting companies and marketing
research agencies (1.) for developing new products, (2.) for
product positioning and (3.) for selecting new target markets. In
an increasingly competitive environment it is of utmost importance
to possess a high level of knowledge with regard to how companies
can use modern marketing techniques for gaining competitive
advantage, for improving target marketing, for benefit bundling and
for developing successful new nice and mass market products.
Methods taught are relevant for consumer and business marketing as
well as for service marketing and marketing on social media.
Earlier, such techniques were within the domain of academic
researchers and agency experts. However, the huge progress within
computerized statistics combined by the increased user friendliness
of software packages makes it possible for today’s marketing manger
to use the methods as a powerful marketing research tool. The
objective of the course is twofold: First, to be able to personally
handle market research data in intelligent ways and second, to get
an appropriate overview of marketing research methods used by
marketing research companies.
The course will cover the following issues: 1. Using focus groups
for investigating the psychological phenomena underlying consumer
decision processes. 2. Investigating tools for systematic product
development (i.e. conjoint analysis), 3. Employing methods for
competitive positioning of products (i.e. psychological mapping).
4. Exploring techniques for effective target market segmentation
and benefit bundling (i.e. cluster analysis). The aim is to provide
the student with insight into a selection of widely used marketing
research methods and to figure out how to transform market research
findings into successful promotional strategies.
|
| Teaching methods |
| Lectures, case study discussions,
empirical investigations, visits at marketing research agencies,
PC-lab sessions (using Excel and SPSS for analyzing market research
data). |
| Expected literature |
|
Product Development and Target Market Segmentation,
Marcus J. Schmidt and Svend Hollensen, Pearson 2006
Selected publications/papers
|
Last updated on
21-04-2015
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