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2016/2017  MA-MMBFO1181U  Marketing Management

English Title
Marketing Management

Course information
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
  • Management
  • Marketing
Last updated on 14-01-2016
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 exam
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.
Student workload
Teaching 30 hours
Preparation 25 hours
Examination 30 hours
Last updated on 14-01-2016