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2017/2018  BA-BIMKO1004U  Marketing Strategy

English Title
Marketing Strategy

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 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 the concepts, models, and theories presented in the course
  • Critically assess a marketing problem and it's related strategic options
  • Evaluate the quality of a situation analysis
  • Choose an appropriate marketing strategy and argue for this choice
  • Spell out and argue for the elements of a chosen strategy, e.g.: • Objectives of the marketing strategy • Target group(s) • Growth strategies • Entry strategies • Competitive and positioning strategies • Marketing mix • Communication strategy and media mix • Marketing implementation and time-plan • Financial consequences
  • Use proper academic language, correct references, and present the findings in a coherent and well argued manner
Marketing Strategy:
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. 20 pages
The maximum allowed number of pages is 20 pages per project. If the project report is written individually, the maximum number of pages is 15 per project.
Assignment type Project
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
Grading scale 7-step scale
Examiner(s) Internal examiner and external examiner
Exam period Summer
Make-up exam/re-exam
Same examination form as the ordinary exam
Re-examination: If a student has participated in writing the group project, 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 project.

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

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

An individual oral examination based on a group project developed during the semester. Groups should consist of 2-5 students, but groups of 3-5 students hare recommended. The individual oral examination may include the entire course literature, yet takes its primary outset in the group project.

The 20-minute oral exam will follow these general guidelines:
·       First, each student makes a brief presentation (max. 3-4 minutes). The presentation should not summarize the report, but elaborate on important points, add other perspectives or discuss central issues in the report.
·       Next is a discussion of the case project in which the examining teacher can raise both case-related and more general questions within the field of marketing strategy. This discussion lasts about 10-12 minutes.
·       Finally, the student’s exam is evaluated and graded and feedback on the performance is given.

Course content and structure

Marketing Strategy offers students the possibility to learn how to identify, choose and formulate a marketing strategy and marketing plan, based on a company situation analysis that takes into account both internal and external market factors and dynamics.

This course communicates how marketing concepts, theories, and models can be applied in the design of marketing strategies. Marketing strategies are chosen and outlined on the foundation of comprehensive marketing situation analysis, which means that important insights from the course Marketing Audit will be employed and put into a broader perspective. Marketing strategy encompasses generic strategies, growth strategies, positioning strategies, etc. Marketing strategy must be followed by concrete suggestions of marketing action, for instance with regard to choice of target group(s) and design of marketing mix(es). Students are expected to have knowledge of and experience with marketing situation analysis corresponding to the learning objectives and outcomes of the course Marketing Audit.

Teaching methods
The course draws on a blended learning strategy, combining class lectures, exercises, discussions, and student presentations. 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) 161 hours
Exam (including exam preparation) 45 hours
Expected literature

Indicative course literature

Selected journal papers, for instance:
· Constantinides, E. “The Marketing Mix Revisited: Towards the 21st Century Marketing”. Journal of Marketing Management, April 2006, pp. 407-438.
· Hollensen, Svend. (2010) Global Marketing. A decision-oriented approach. Financial Times Press. Chapters 1+9.
· Lusch, Vargo, and O’Brien. “Competing Through Service: Insights From Service-dominant Logic.” Journal of Retailing, 2007, Vol. 83, Issue 1, pp. 5-18.
· Reinecker & Jørgensen. (2005) Den Gode Opgave. Samfundslitteratur.
· Tellis. Gerard J.  “Beyond the Many Faces of Price: An Integration of Pricing Strategies”. Journal of Marketing, Vol.50, October 1986, pp.146-160.
· Trout and Ries. “Positioning Cuts Through Chaos in Marketplace”. Advertising Age, May issue, 1972.

Kotler, Keller, Brady, Goodman, Hansen. (2016) Marketing Management.3rd Edition. Pearson Education Limited.

Last updated on 27-06-2017