| Learning objectives |
To achieve the grade 12, students
should meet the following learning objectives with no or only minor
mistakes or errors:
- Demonstrate knowledge and understanding of relevant marketing
theories and analytical models
- Demonstrate ability to apply these theories and models to
identified marketing problems
- Demonstrate ability to independently define a marketing problem
or issue for a arketing-oriented company or organization. Such
problems can be related to foreign as well as domestic markets
- Demonstrate ability to collect primary and/or secondary data
material and analyze the data material by applying relevant
theories and analytical models, with the purpose of developing an
accurate analysis of the marketing situation. This includes:
- • Analyzing a company’s internal resources and strategic
position • Analyzing a company’s competitive position • Analyzing
relevant macro- and micro-environmental factors • Analyzing and
segmenting a particular market • Analyzing consumer behavior and
culture in a particular market
- Making conclusions on the backdrop of the analysis and applying
these in a SWOT framework
- Demonstrate ability to critically assess the strategic options
the company faces, taking the marketing analysis as a point of
departure
- Collecting the data material on which the analysis is based in
accordance with scientific principles, and evaluate the quality of
the data (e.g. validity and reliability)
- Demonstrate proficiency in scientific methods and
communication, including: • Proper and consistent use of academic
language • Correct use of references • Presenting all parts of the
assignment in a coherent and well argued manner
|
| Examination |
|
Marketing
Audit:
|
| 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 oral exam based on written group
product |
| Number of people in the group |
2-5 |
| Size of written product |
Max. 10 pages |
|
Essay: no more than 10 pages, regardless of group
size. the same rules apply to individual essays. |
| Assignment type |
Essay |
| 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 |
Winter |
| Make-up exam/re-exam |
Same examination form as the ordinary exam
Re-examination: If a student has
participated in writing the group essay, but has been sick at the
time of the oral examination, the re-examination will be based on a
re-submission of the original group essay.
If a student has participated in writing the group essay, but has
not passed the oral examination, the re-examination will be based
on a re-submission of the original essay. The student may, however,
choose to write a new, individual essay within a specified time
period.
If a student has not participated in writing a group essay the
student must hand in an individual essay within a specified time
period.
|
Description of the exam
procedure
An individual oral examination based on a group essay created
during the semester that presents a marketing situation analysis
developed during the semester.
The oral examination can include the entire course literature, yet
takes its primary outset in the group essay.
The 20-minute exam will follow these general guidelines:
· First, each student makes an
individual presentation (no more than 5-7 minutes). The
presentation should not summarize the essay, but elaborate on
important points, add other perspectives or discuss central issues
in the essay.
· Next is a discussion of the
group exam case in which the examining teacher can raise both
case-related and more general questions within the field of
marketing. This discussion lasts about 8-9 minutes.
· Finally, the student’s exam
is evaluated and graded and feedback on the performance is given.
Grading is based on the group essay as well the oral
examination.
|
|
| Course content and
structure |
|
The course provides, that the student:
- Understands and masters thorough, independent and critical
analysis of a company’s marketing situation
- Is able to identify relevant marketing problems on the backdrop
of their analysis
- Gains knowledge and experience with analyzing a marketing
problem, while taking into account internal as well as external
market related factors, especially consumer- or customer-related
aspects
The main focus of this course is analysis of a company’s or
business marketing situation. This analysis includes a series of
internal and external factors of importance to a company and its
marketing decisions. Thus, “Marketing Audit” provides broad insight
into crucial fields of market analysis, such as macro environmental
factors, the competitive situation, and internal company dynamics.
Analyzing and understanding consumer behavior will be emphasized
throughout the course. Students will work with collecting relevant
data and applying marketing theory in the analytical process – the
foundation for later development of marketing strategy and
plans.
|
| Teaching methods |
| The course draws on a combination of
lectures, discussions, exercises, and student presentations.
Students are expected to participate actively, especially during
class exercises and presentations. |
| Student workload |
| Course activities (including preparation) |
171 hours |
| Exam (including exam preparation) |
35 hours |
|
| Expected literature |
|
Indicative course literature:
Hollensen, Svend. (2005). Marketing Planning. A Global Perspective.
McGraw-Hill. (Selected chapters)
Johnson, Whittington, and Scholes. (2010). Exploring Strategy.
Prentice Hall. (Selected chapters)
Kotler, Keller, Brady, Goodman, Hansen. (2016) Marketing
Management. 3rd Edition. Pearson Education Limited.
Kvale, Steinar. (2007) Doing Interviews. SAGE
Publications. (Selected chapters)
Levitt, Theodore (1960). Marketing Myopia. Harvard Business Review,
Jul/Aug60, Vol. 38 Issue 4, pp.45-56.
Norman, Richard. (1984). “Service Management Systems”. In: Service
Management. Strategy and Leadership in Service Business. Third
edition. Wiley.
Porter, Michael E. (1985). Competitive advantage. Creating and
Sustaining Superior Performance. New York: Free Press.
Porter, Michael E. (2008). “The Five Competitive Forces That Shape
Strategy.” Harvard Business Review, “HBR’s Must-Reads on
Strategy, pp. 23-42.
Schiffman, Kanuk, Hansen. (2008). Consumer Behaviour. A European
Outlook. Pearson Education Limited. (Selected
chapters)
|
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