2015/2016
MA-MMBFO1181U Marketing Management
| English Title |
| Marketing
Management |
|
|
| Language |
English |
| Course ECTS |
3 ECTS |
| Type |
Mandatory |
| Level |
Part Time Master |
| Duration |
One Quarter |
| Start time of the course |
Autumn |
| Timetable |
Course schedule will be posted at
calendar.cbs.dk |
| Study board |
Study Board for Full-Time MBA
|
| Course
coordinator |
- Thomas Ritter - Department of Strategic Management and
Globalization (SMG)
|
| Main academic
disciplines |
|
|
|
Last updated on
22-01-2015
|
| Learning objectives |
To achieve the grade 12, students
should meet the following learning objectives with no or only minor
mistakes or errors:
- Be able to describe and classify concepts, frameworks, models
and theories relevant for marketing management
- Be able to compare, to combine and to adapt different concepts,
frameworks, models and theories
- Be able to use adapted concepts, frameworks, models and
theories for analysis of concrete marketing challenges
- Be able to draw conclusions from their analysis
- Be able to relate the analysis to the overall strategy of the
organization, i.e. being able to argue why a set of marketing
decisions are relevant for the specific organization in their
specific situation
|
| Examination |
|
Marketing
Management:
|
| Exam ECTS |
3 |
| 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. 3 pages |
| Assignment type |
Synopsis |
| 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 |
Winter |
| Make-up exam/re-exam |
Same examination form as the ordinary
exam
|
|
| Course content and
structure |
|
The objective of this course is to familiarise the students with
the analytical concepts, frameworks, models and theories that have
become fundamental to marketing decision making as well as to
market strategy. The course guides the students through the
development and use of marketing models in all four areas for
market management: market learning, market prioritizing, market
relating and market shaping. Emphasis is given to understanding
markets and customers in order to implement value-creating
solutions for both customers and suppliers. The course covers
business-to-consumer and business-to-business marketing. Issues
about responsible marketing and ethical dilemmas are woven into
class discussions.
|
| Teaching methods |
| This course involves communication,
not only from professor to students, but more importantly, between
individual students and from student to professor. The old truism
applies, “What you get depends on what you put in”. The success of
class discussions depends upon the active participation of each
student. Reading alone is not sufficient but must be supplemented
with class participation, or at least listening. Active listening
also contributes to the success of the class. Attendance is vital
to the class, and your participation will be a factor in the
learning experience. |
Last updated on
22-01-2015
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