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2017/2018  BA-BBLCV1160U  Marketing – The Essentials and the Trend Drivers

English Title
Marketing – The Essentials and the Trend Drivers

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Bachelor
Duration One Semester
Start time of the course Autumn, Spring
Timetable Course schedule will be posted at calendar.cbs.dk
Min. participants 40
Max. participants 50
Study board
Study Board for BSc og MSc in Business, Language and Culture, BSc
Course coordinator
  • cand. ling. merc., HD(A)
    Robert Ibsen - Department of Management, Society and Communication (MSC)
Main academic disciplines
  • Customer behaviour
  • Marketing
  • Strategy
Last updated on 07-02-2017

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 compeletion of the course, students will have acquired a more holistic overview of the driving forces affecting the company’s options on a daily basis – including the importance of the company’s network, sustainability and intercultural imperatives.
Furthermore, students will be able to:
  • 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
  • Identify relevant overall marketing options for the company while considering implications for the company, its network and supply chain
  • Propose viable marketing strategies solidly aligned with the imperatives identified through analyses of all relevant factors
  • Understand the increasing importance of various driving forces in the market place, such as a focus on sustainability and CSR, intercultural differences etc. and how these drivers impact on company options
  • Apply their insight in order to develop a general-type marketing strategy for a company addressing and incorporating the above issues
Course prerequisites
English language skills at least at B2 level (CEFR)
Marketing - The Essentials and the Trend Drivers:
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 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 and Summer
Make-up exam/re-exam
Same examination form as the ordinary exam
Course content and structure

Overall course objective is 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
1) the Essentials of Marketing
2) the wider business context in which Marketing Management must navigate.
The course will focus on introducing students, in fairly equal measure, to BtB and BtC markets and the factors influencing both markets,  i.e. the driving forces affecting the company’s options in the marketplace, such as shifting consumer preferences and the need for continuous innovation, social responsibility, the relevance and importance of emerging markets 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, i.e. the strategic role of marketing for the company
  • The importance of aligning marketing efforts with the company’s overall supply chain considerations -  i.e. the company’s marketing efforts in a wider perspective
  • Tools for aligning the company’s marketing efforts with intercultural characteristics of target markets
  • The basics of relationship management in a corporate perspective, i.e. the importance of understanding the company’s role and impact in its networks and how the company can optimize on its marketing efforts through such relations
Teaching methods
The course consists of a combination of lectures, case work, student presentations, discussions and interactive exercises.
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.
Student workload
Preparation for class + teaching 166 hours
exam 40 hours
Further Information

Changes in course schedule may occur.
Wednesday 8.00-10.35, week 36-41, 43-50. Hold A
Wednesday 10.45-13.20, week 36-41, 43-50. Hold B

Expected literature


  • Hooley/Piercy/Nicoulaud: Marketing Strategy & Competitive Positioning, 5th   Edition, 2012 (Prentice Hall)
  • Ibsen: Real Negotiations, 2014 (Samfundslitteratur)

In addition students are expected to download cases, articles and slidepacks for individual sessions - uploaded on Learn.

Last updated on 07-02-2017