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2017/2018  BA-BASPO1011U  Marketing

English Title

Course information

Language English
Course ECTS 7.5 ECTS
Type Mandatory
Level Bachelor
Duration One Semester
Start time of the course Spring
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for BSc International Business in Asia
Course coordinator
  • Robert Ibsen - Department of Management, Society and Communication (MSC)
Main academic disciplines
  • Marketing
Last updated on 30-06-2017

Relevant links

Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors: Upon successful completion of the course, students will be able to:
  • Understand/discuss the increasing importance of the market place and important driving forces, such as societal trends, focus on sustainability and CSR, the importance of considering intercultural differences and how this impact on company options
  • Identify relevant overall marketing options for the company while considering implications for the company, its network and supply chain
  • Analyze a company’s situation and challenges, internal as well as external, in relation to its current and future marketing efforts – using relevant tools and frameworks for such analyses
  • Propose viable marketing strategies solidly aligned with the imperatives identified through analyses of all relevant factors
  • Apply their insight from the course in order to develop marketing strategies for companies addressing and incorporating relevant issues
  • Additionally, upon successful completion of the course, students will have enhanced their competences through a more holistic overview of societal, cultural and market drivers in relation to marketing options
Exam ECTS 7,5
Examination form Home assignment - written product
Individual or group exam Individual exam
Size of written product Max. 10 pages
Assignment type Case based assignment
Duration 7 days to prepare
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period Summer
Make-up exam/re-exam
Same examination form as the ordinary exam
Description of the exam procedure
  • Individual written assignment (max. 10 standard pages), written over a period of one week in late spring.
  • Open book exam - all aids allowed
  • The assignment will consist of a case with questions


The exam must be handed in through Digital Exam.

Course content and structure

Overall course objectives
To introduce students to the basics of Marketing as well as the wider context for a company’s marketing efforts. The course will introduce students to a combination of


  • the essentials of marketing
  • the wider business and societal context in which Marketing Management must navigate.

The course will focus on introducing students to BtB and BtC markets and the factors influencing both markets. Focus will be on the driving forces affecting the company’s options in the marketplace, such as shifting consumer preferences, societal and other trend drivers, and the need for continuous innovation, social responsibility etc.

Highlights of course contents
The course will introduce students to:



  • Tools for understanding and analyzing internal and external factors influencing the company’s choice of marketing approach
  • The relevance and difficulties of designing best fit between the company’s overall strategies and choice of marketing strategies, including the strategic role of marketing in the company
  • The importance of aligning marketing efforts with the company’s overall supply chain and network considerations - i.e. the company’s marketing efforts as part of the company’s overall strategies
  • Tools for aligning the company’s marketing efforts with intercultural characteristics of target markets
  • An understanding of the importance of customer preferences and how they are affected in both BtC and BtB markets

The focus of the course will be of special relevance to ASP students as central themes will be highlighted - as much as is feasible and relevant – through cases and material aiming for a better understanding of Chinese, Japanese, Korean etc. consumers, trends etc.
Emphasis will be on ongoing reference to ASP-specific countries and areas and heavy student participation allowing for references to ASP specific countries.


Teaching methods
o The course consists of a combination of lectures, case work, student presentations, discussions and exercises. Most sessions will contain all these components
o A high degree of student involvement is strived for, including students’ own insights drawing on their own experience and background
Feedback during the teaching period
The course includes extensive casework, in particular previous exam papers, all of which are presented by rotating groups of students. The presenting group gets feed-back (further ideas and general input) from fellow students, ie. peer-to-peer feedback, as well as feedback and further input regarding contents (curriculum), focus and more from the lecturer. Lecturer's feedback and comments are for the benefit of all students, naturally including the day's presenters.
This feedback is aimed at sharpening the students skills when it comes to both academic contents and methodology as well as to further the students' ability to critique and come up with alternative approaches.

Feedback is further offered in response to your questions and work whenever feasible although please appreciate that there are often time constraints. Please feel free to take full advantage of the ‘office hours’ offered by full-time staff members, although these can never be a substitute for participation in lectures and classes. We also encourage you to ask questions or make comments in class and form self-study groups to secure peer feedback on your work.
Student workload
Classes 36 hours
Preparation for classes 108 hours
Exam and exam preparation 63 hours
Expected literature

1) Hooley, Piercy and Nocoulaud: Marketing Strategy & Competitive Positioning (Prentice Hall, 5th ed., 2012) 
2) Ibsen: Real Negotiations (Samfundslitteratur 2014)
Teaching materials also include hand-outs, slidepacks, articles, cases etc. - all of which will be uploaded on Learn

Please note: these reading materials are only tentative and changes may occur. Final literature lists will be uploaded on LEARN before the course begins. 

Last updated on 30-06-2017