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2016/2017  KAN-CICOO1001U  Marketing Strategy and Planning in an International Perspective

English Title
Marketing Strategy and Planning in an International Perspective

Course information

Language English
Course ECTS 7.5 ECTS
Type Mandatory
Level Full Degree Master
Duration One Semester
Start time of the course Autumn
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for MA in International Business Communication
Course coordinator
  • Simon Ulrik Kragh - Department of Management, Society and Communication (MSC)
Main academic disciplines
  • Intercultural studies
  • Marketing
  • Language
Last updated on 04-08-2016
Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors:
  • explain the activities and processes involved in the formulation and implementation of marketing strategies and plans.
  • make qualified analyses of the market environment of the organization, its marketing strategic opportunities, its competencies and resources
  • critically asses the different approaches to strategy which constitute the foundation of marketing strategy and practice
  • link internal and external information including the use of market data in order to evaluate marketing strategic options.
Marketing Strategy and Planning in an International Perspective:
Exam ECTS 7,5
Examination form Home assignment - written product
Individual or group exam Individual exam
Size of written product Max. 10 pages
The students choose a theme within syllabus.
Assignment type Written assignment
Duration Written product to be submitted on specified date and time.
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period Winter
Make-up exam/re-exam
Same examination form as the ordinary exam
Course content and structure

The course takes an outset in the process of strategic marketing planning in which the choice, drawing up and implementation of marketing strategies on the one hand are grounded in insights into the capabilities and resources of the company, and on the other, on analyses its external environment. With regard to the companies’ own resources, the course concentrates on the mission, cultures, values, stakeholders, relationships and networks, and the strengths and weaknesses that define the strategic options. With regard to the external factors, the course introduces various models and tools which serve to analyze the marketing environment, including customers, the industry, the competitive situation, distribution channels as well as the culture of the market.


The link between the internal and external factors constitute the starting point for the formulation and choice of strategic marketing alternatives,, implementation and performance management. In particular, the course emphasizes the connection between the theoretical concepts and models used in marketing strategic analysis, and marketing practice.


Students’ ability to analyze, plan and make qualified marketing decisions are developed  through participation in case discussions.


The last part of the course reflects on the way strategic thinking is used in marketing practice and how it contributes to efficiency, flexibility, innovation and organizational learning.


Indicative literature:


Hooley, Piercy and Nicouleaud, Marketing Strategy and Competitive Positioning. Prentice Hall. Latest edition.



Teaching methods
Lectures and case-discussions
Student workload
Lectures 92 hours
Classes 77 hours
Exam paper 37 hours
Last updated on 04-08-2016