2016/2017
MA-MMBAO3023U Marketing
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|
| Language |
English |
| Course ECTS |
4 ECTS |
| Type |
Mandatory |
| Level |
Part Time Master |
| Duration |
One Semester |
| Start time of the course |
Spring, Autumn |
| Timetable |
Course schedule will be posted at
calendar.cbs.dk |
| Study board |
Study Board for Master of Business
Administration
|
| Course
coordinator |
- Jesper Rangvid - Department of Finance (FI)
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| Main academic
disciplines |
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Last updated on
18-08-2016
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| 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 any of the theories,
frameworks and models taught during the course or describe in the
syllabus
- Be able to identify and explain differences between the
strategic, tactical and operational level when theories, frameworks
and models are applied
- Be able to compare and combine these theories
- Be able to use them for analysis of concrete marketing
challenges, including designing, collecting and reporting of
empirical data
- Be able to relate the analysis to the overall strategy of the
organization, i.e. be able to argue why a set of marketing decision
are relevant to the specific situation
|
| Examination |
|
Marketing:
|
| Exam
ECTS |
4 |
| 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 |
Oral group exam based on written group
product |
| Number of people in the group |
4-5 |
| Size of written product |
Max. 40 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 |
| Grading scale |
7-step scale |
| Examiner(s) |
Internal examiner and external examiner |
| Exam period |
Summer and Winter |
| Make-up exam/re-exam |
Same examination form as the ordinary exam
A written case assignment based on a
case or a subject chosen by the
teacher. The assignment must be formulated and given to the
students at least nine days prior to the expiration of the
deadline. It should be 15 pages long and submitted to CBSLearn. The
exam is held internally, and the assignment is put forward and
assessed by the relevant faculty.
Alternative examination format: The make-up/re-examination will be
held as an oral examination if the number of registered candidates
for the make-up examination/re-take examination warrants that it
may most appropriately be held as an oral
examination.
|
|
| Course content and
structure |
|
We will explore a marketing strategy process that includes
determining what strategic options exist and which of those are
realistic; what limitations are placed on the organisation by
internal and external limitations; and what is required to balance
short term and long term objectives when setting up a marketing
strategy. Using a number of different tools we will develop a
coherent marketing analysis that enables us to understand better a
firm’s current competitive position, as well as how that position
may be enhanced, and what policies must be introduced throughout
the company to attain desired results in the
marketplace.
|
| Teaching methods |
| The course has diverse teaching
methods using lectures, cases, readings, discussions and a study
trip. The class meetings are interactive and require ongoing
engagement of the students. |
| Student workload |
| Lectures |
32 hours |
| Preparation + Exam |
78 hours |
| Study Trip |
48 hours |
|
Last updated on
18-08-2016
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