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2017/2018  KAN-CCMVV3010U  Product Development and Target Market Segmentation

English Title
Product Development and Target Market Segmentation

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration One Quarter
Start time of the course First Quarter
Timetable Course schedule will be posted at calendar.cbs.dk
Max. participants 80
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Marcus Schmidt - Department of Marketing (Marketing)
Kontaktinformation: https:/​/​e-campus.dk/​studium/​kontakt eller Contact information: https:/​/​e-campus.dk/​studium/​kontakt
Main academic disciplines
  • Customer behaviour
  • Marketing
Last updated on 03-03-2017

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 mini-project must provide a convincing argumentation with regard to the chosen setup of both the qualitative and the quantitative analysis
  • The analyses must not contain any flaws of importance.
  • The application of methods must be appropriate
  • The interpretation of results must be proper and forceful/convincing
  • Marketing implications need to be credible and realistic
  • Formal requirements must be met
  • If the student is able to argue compellingly for her/his case and provide proper answers to the questions of the examiner and the censor during the oral exam, then the grade 12 may be a realistic option
Course prerequisites
Basic/Introductory Marketing course.
Product Development and Target Market Segmentation:
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 Oral group exam based on written group product
Number of people in the group 2-4
Size of written product Max. 20 pages
Definition of number of pages:
Groups of
2 students 10 pages max.
3 students 15 pages max
4 students 20 pages max

Note that the exam is a group exam. If you are not able to find a group yourself, you have to address the course coordinator who will place you in a group.

Students who wish to have an individual exam might be able to write a term paper in the course. Please see the cand.merc. rules for term papers for more information.
Assignment type Project
Written product to be submitted on specified date and time.
15 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 Autumn
Make-up exam/re-exam
Same examination form as the ordinary exam
Re-take exam is to be based on the same report as the ordinary exam:

* if a student is absent from the oral exam due to documented illness but has handed in the written group product she/he does not have to submit a new product for the re-take.

* if a whole group fails the oral exam they must hand in a revised product for the re-take

* if one student in the group fails the oral exam the course coordinator chooses whether the student will have the oral exam on the basis of the same product or if he/she has to hand in a revised product for the re- take.
Description of the exam procedure

Selecting a topic:
Each group (consisting of 2-4 students) will select a topic (i. e. developing a new physical product, repositioning a service product, redefining a target market etc.)
Students will question a number of customers either by way of face-to-face interviews or by way of online surveys (social media).
Each group must carry out a small empirical survey. Options are a focus group (required), a face-to-face interview, social-media surveys etc. Strict conditions of representativeness are not required, that is, convenience samples are accepted.
Survey results must be analyzed and findings are to be used for suggesting an appropriate marketing strategy for the next 12 month.



A group based miniproject (2-4 persons) and a 15 minutes oral group exam based on the miniproject. The final grade is a compination of the miniproject and the student's performance a the oral exam.

Course content and structure

The purpose of the course is to give the student a profound insight into the methods used by consulting companies and marketing research agencies (1.) for developing new products, (2.) for product positioning and (3.) for selecting new target markets. In an increasingly competitive environment it is of utmost importance to possess a high level of knowledge with regard to how companies can use modern marketing techniques for gaining competitive advantage, for improving target marketing, for benefit bundling and for developing successful new nice and mass market products. Methods taught are relevant for consumer and business marketing as well as for service marketing and marketing on social media.
Earlier, such techniques were within the domain of academic researchers and agency experts. However, the huge progress within computerized statistics combined by the increased user friendliness of software packages makes it possible for today’s marketing manger to use the methods as a powerful marketing research tool. The objective of the course is twofold: First, to be able to personally handle market research data in intelligent ways and second, to get an appropriate overview of marketing research methods used by marketing research companies. 
The course will cover the following issues: 1. Using focus groups for investigating the psychological phenomena underlying consumer decision processes. 2. Investigating tools for systematic product development (i.e. conjoint analysis), 3. Employing methods for competitive positioning of products (i.e. psychological mapping). 4. Exploring techniques for effective target market segmentation and benefit bundling (i.e. cluster analysis). The aim is to provide the student with insight into a selection of widely used marketing research methods and to figure out how to transform market research findings into successful promotional strategies.

Teaching methods
Lectures, case study discussions, empirical investigations, PC-lab sessions (using Excel and SPSS for analyzing market research data). If possible a guest lecture by a marketing manager from a marketer that is heavily engaged in product development and/or target market segmentation.
Feedback during the teaching period
Feedback to the student is provided immediately after the 15 minutes oral exam. Students that want a more thorough feedback are welcome to contact the professor.
Student workload
Forberedelse 123 hours
Undervisning 33 hours
Eksamen 50 hours
Expected literature

Product Development and Target Market Segmentation, Marcus J. Schmidt and Svend Hollensen, Pearson 2006
Selected publications/papers

Last updated on 03-03-2017