English   Danish

2017/2018  BA-BHAAI1015U  Introduction to Marketing

English Title
Introduction to Marketing

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Bachelor
Duration Summer
Start time of the course Summer
Timetable Course schedule will be posted at calendar.cbs.dk
Max. participants 120
Study board
Study Board for BSc in Economics and Business Administration
Course coordinator
  • Course instructor - Dr Tiffany Winchester, Monash University, tw.msc@cbs.dk
    Sven Bislev - Department of Management, Society and Communication (MSC)
In case of any academic questions related to the course, please contact the course instructor or the academic director, Sven Bislev at sb.ikl@cbs.dk
Main academic disciplines
  • Marketing
Last updated on 25/04/2018

Relevant links

Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors:
  • Describe the key elements of the marketing mix and demonstrate how they fit within an organisation's marketing strategy
  • Compare alternative theories of consumer behaviour and contrast how they influence marketing activities
  • Examine the practical implications of core marketing theory including marketing empirical generalisations, the Double Jeopardy and Duplication of Purchase laws
  • Identify marketing problems in business situations using marketing research and marketing metrics
  • Formulate basic marketing strategies that can be implemented to address marketing problems
  • Describe the role of the marketer and the marketer's contribution to the direction of the organisation
Course prerequisites
No prerequisites
Introduction to Marketing:
Exam ECTS 7.5
Examination form Written sit-in exam on CBS' computers
Individual or group exam Individual exam
Assignment type Written assignment
Duration 4 hours
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period Summer, Ordinary exam: 31 July - 3 August 2018

Retake exam: September - October 2018

3rd attempt (2nd retake) exam: November - December 2018

Exam schedule is available on https:/​/​www.cbs.dk/​uddannelse/​international-summer-university-programme-isup/​courses-and-exams.
Aids Closed book: no aids
However, at all written sit-in exams the student has access to the basic IT application package (Microsoft Office (minus Excel), digital pen and paper, 7-zip file manager, Adobe Acrobat, Texlive, VLC player, Windows Media Player), and the student is allowed to bring simple writing and drawing utensils (non-digital). PLEASE NOTE: Students are not allowed to communicate with others during the exam.
Make-up exam/re-exam
Same examination form as the ordinary exam
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, the programme office will inform the students that the make-up examination/re-take examination will be held as an oral examination instead.
4 hour written sit-in exam, new exam question
Exam form for 3rd attempt (2nd retake): home project assignment, max. 15 pages.
Course content and structure

This course provides an introduction to the marketing function of the organisation. Identifying and meeting the needs of clients and customer groups is critical to achieving organisational goals. This course provides an overview of the theories and principles of marketing, which are supported by marketing science. The focus is on how organisations identify the needs of their target markets, understand the buying behaviour of their target markets, and develop a marketing mix to satisfy the needs and wants of these markets. While the course has a theoretical base that is underpinned by a marketing science approach, practical application of the concepts of marketing is an essential element.


Preliminary assignment: Preliminary assignment: a digital package will be made available for participants four weeks in advance of the course start, and the tasks enumerated in it are expected to be addressed by students before classes begin, serving as a common platform to start on.

Class 1: Introduction & The Marketing Environment
Class 2: Consumer  Buying Behaviour
Class 3: Customer Segmentation & Targeting
Class 4: Meaningful Marketing Metrics & Marketing Research
Class 5: Marketing Mix: Product
Class 6: Marketing Mix: Pricing & Discounting

Feedback activity: On-line multiple-choice questions each week for continuous feedback

Class 7: Marketing Mix: Physical Availability, Retailing & Shopping
Class 8: Marketing Mix: Promotions, Advertising, and Media Decisions
Class 9: Global Marketing
Class 10: Strategic Marketing Planning; Corporate & Social Responsibility
Class 11: Comprehensive Review

Teaching methods
Nine (9) modules of the course are operated as “flipped classroom”, with digital elements being provided for home work, and classes organised as discussions of the subjects raised. The first and last modules of the course will run in seminar mode. This is a course where learners are responsible for managing their own time in completing prescribed reading, undertaking further research and completing assessment tasks. Students are expected to participate in practical problem solving sessions, usually through team work, in class, and through case study analysis. Students are supported through regular in-class contact and are expected to participate in online learning activities, peer discussion and review, and self-reflection.
Feedback during the teaching period
On-line multiple-choice tests run each week for continuous feedback
Student workload
Preliminary assignment 20 hours
Classroom attendance 33 hours
Preparation 126 hours
Feedback activity 7 hours
Examination 20 hours
Further Information

Preliminary Assignment: To help students get maximum value from ISUP courses, instructors provide a reading or a small number of readings or video clips to be read or viewed before the start of classes with a related task scheduled for class 1 in order to 'jump-start' the learning process.


Course timetable is available on https://www.cbs.dk/uddannelse/international-summer-university-programme-isup/courses-and-exams.


We reserve the right to cancel the course if we do not get enough applications. This will be communicated on https://www.cbs.dk/uddannelse/international-summer-university-programme-isup/courses-and-exams end February 2018 at the latest.


Expected literature

Mandatory readings:


Sharp, B. (2017). Marketing: Theory, Evidence, Practice. 2nd edition. South Melbourne, Oxford University Press


Additional relevant readings:


Additional readings will be provided on LEARN

Last updated on 25/04/2018