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2017/2018  BA-BIMKO1000U  Marketing Audit

English Title
Marketing Audit

Course information

Language English
Course ECTS 7.5 ECTS
Type Mandatory
Level Bachelor
Duration One Semester
Start time of the course Autumn
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for BA in Intercultural Marketing Communication
Course coordinator
  • Diana Storm - Department of Marketing (Marketing)
Main academic disciplines
  • Marketing
Last updated on 27-06-2017

Relevant links

Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors: The student must demonstrate ability to:
  • Explain, select and apply relevant marketing concepts, models, and theories
  • Identify a relevant marketing problem
  • Demonstrate ability to analyze a chosen marketing situation. This includes analysis of: • Internal resources and strategic position • Competitive position • Relevant macro- and micro-environmental factors • Consumer behaviour • Segmentation
  • Draw and evaluate conclusions on the backdrop of the analysis
  • Critically assess the marketing options the company faces
  • Collect primary and secondary data material on which to base the analysis, in accordance with scientific principles
  • Use proper academic language, correct referencing, and present the analysis in a coherent and well argued manner
Marketing Audit:
Exam ECTS 7,5
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 oral exam based on written group product
Number of people in the group 2-5
Size of written product Max. 10 pages
Essay: no more than 10 pages, regardless of group size. the same rules apply to individual essays.
Assignment type Essay
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 second internal examiner
Exam period Winter
Make-up exam/re-exam
Same examination form as the ordinary exam
Re-examination: If a student has participated in writing the group essay, but has been sick at the time of the oral examination, the re-examination will be based on a re-submission of the original group essay.

If a student has participated in writing the group essay, but has not passed the oral examination, the re-examination will be based on a re-submission of the original essay. The student may, however, choose to write a new, individual essay within a specified time period.

If a student has not participated in writing a group essay the student must hand in an individual essay within a specified time period.
Description of the exam procedure

An individual oral examination based on a group essay created during the semester that presents a marketing situation analysis developed during the semester.

The oral examination can include the entire course literature, yet takes its primary outset in the group essay.
The 20-minute exam will follow these general guidelines:
·       First, each student makes an individual presentation (no more than 5-7 minutes). The presentation should not summarize the essay, but elaborate on important points, add other perspectives or discuss central issues in the essay.
·       Next is a discussion of the group exam case in which the examining teacher can raise both case-related and more general questions within the field of marketing. This discussion lasts about 8-9 minutes.
·       Finally, the student’s exam is evaluated and graded and feedback on the performance is given. Grading is based on the group essay as well the oral examination.

Course content and structure

The aim of this course is to develop the student's ability to:
1) Understands and masters thorough, independent and critical analysis of a company’s marketing situation

2) Is able to identify relevant marketing problems on the backdrop of their analysis

3) Gains knowledge and experience with analyzing a marketing problem, while taking into account internal as well as external market related factors, especially consumer- or customer-related aspects

The main focus of this course is analysis of a company’s or business marketing situation. This analysis includes a series of internal and external factors of importance to a company and its marketing decisions. Thus, “Marketing Audit” provides broad insight into crucial fields of market analysis, such as macro environmental factors, the competitive situation, and internal company dynamics. Analyzing and understanding consumer behavior will be emphasized throughout the course. Students will work with collecting relevant data and applying marketing theory in the analytical process – the foundation for later development of marketing strategy and plans.

Teaching methods
The course draws on a blended learning approach, combining of lectures, discussions, exercises, and student presentations in online and on-campus settings. Students are expected to participate actively, especially during class exercises and presentations.
Feedback during the teaching period
Written and oral feedback is given in the on-campus exercise classes. Feedback is given both for week-to-week assignments and for exam-relevant tasks, such as problem statements and synopsis for the exam paper.
Student workload
Course activities (including preparation) 171 hours
Exam (including exam preparation) 35 hours
Expected literature

Indicative course literature:

Johnson, Whittington, and Scholes. (2010). Exploring Strategy. Prentice Hall. (Selected chapters)
Kotler, Keller, Brady, Goodman, Hansen. (2016) Marketing Management. 3rd Edition. Pearson Education Limited.
Kvale, Steinar. (2007) Doing Interviews. SAGE Publications. (Selected chapters)
Levitt, Theodore (1960). Marketing Myopia. Harvard Business Review, Jul/Aug60, Vol. 38 Issue 4, pp.45-56.
Porter, Michael E. (1985). Competitive advantage. Creating and Sustaining Superior Performance. New York: Free Press.
Porter, Michael E. (2008). “The Five Competitive Forces That Shape Strategy.” Harvard Business Review, “HBR’s Must-Reads on Strategy, pp. 23-42.

Last updated on 27-06-2017