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2017/2018  KAN-CSCBO1002U  Marketing and Creative Processes

English Title
Marketing and Creative Processes

Course information

Language English
Course ECTS 7.5 ECTS
Type Mandatory
Level Full Degree Master
Duration One Semester
Start time of the course Autumn
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for MSc in Social Sciences
Course coordinator
  • Sebastian Zenker - Department of Marketing (Marketing)
Main academic disciplines
  • Marketing
Last updated on 26-06-2017

Relevant links

Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors: This course aims at giving students an understanding of marketing and branding concepts within different marketing areas – in particular for non-traditional fields like for the creative industry. The specific learning objectives of the course are the following:
  • Describe and to discuss the assumptions that underlie the various marketing concepts from marketing planning, branding, product planning, pricing, promotion and retail/distribution strategies, as well as from the presented consumer behaviour studies.
  • Identify and analyze the relationship between relevant models, concepts and theories from the curriculum
  • Analyse the differences needed between traditional and non-traditional marketing sectors, especially for organizations in an environment characterised by high levels of both complexity and competition from the traditional and the non-traditional marketing sectors.
  • Apply these models and concepts, singly or combined to fit a concrete case situation under study and critically assess the value and relevance of models, concepts and theories presented throughout the course in relation to their practical application in a relevant case.
  • To follow academic conventions in the written presentation.
Marketing and Creative processes:
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 2 weeks to prepare
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
Description of the exam procedure

The exam is an individual, home written assignment (written product; take-home exam) with a maximum of 10 pages. The student will receive a specific case and detailed questions regarding the case. In a 2 weeks’ time the students should analyse the case and apply knowledge gained through the course to answer these questions as written in the learning objectives.

Course content and structure

Marketing and branding comprises a set of activities that work in concert with other (business) functions such as logistics, technology, production, customer services, and the secondary value functions of finance, legal services, and accounting. However, marketing and branding is much more than a set of functions, managerial strategies, models and techniques which treat the market merely as the end of business strategy and marketing campaigns as instrumental means and not only companies use marketing and branding strategies.


In this course, students will therefore be introduced to key processes within a contemporary marketing context that treats consumers as an active part in the value creation process – not only at the traditional business sector, but also for non-traditional marketing sectors, such as the creative industries. This course thus acts as an introductory course into marketing and branding in different fields, and will provide students with an understanding of marketing as a philosophy rather than merely as a business function. In particular, the role of consumers and their expectations and interactions with products and services will be discussed. Furthermore, the issue of brands and brand complexity will be a primary part of teaching.


The course will take students from the various stages of a marketing campaign, from preliminary research and market analysis, to segmentation, targeting and positioning, to issues of (service) product development, integrated communications, pricing, retail/distribution decisions, consumer behaviour and finally brand management.

Teaching methods
The course consists of two types of teaching: presenting the relevant theoretical topics (models, theories, and research methods) in form of an interactive lecture and an intensive and more discussion-based seminar-style in which specific ‘real-life’ examples and literature will be discussed. Please notice that the reading of the given literature is mandatory and part of the course syllabus and exam!

The course will start with an introductory session at which the course co-ordinator will explain the rationale and structure of the course, the course aims, the literature base, and the structure of the exam.

Please note: since this is a postgraduate course, an undergraduate-level knowledge of the basic principles of marketing is expected for all students.
Feedback during the teaching period
The students will receive feedback in various forms: during the discussion-sessions in class, as collegial feedback during a voluntary test-exam and in general written form after the exam.
Student workload
Course activities (including preparation) 156 hours
Exam (including exam preparation) 50 hours
Expected literature

An updated course reading list will be provided on LEARN. Main course content will be:


Vargo, S. and Lusch, R. (2004), ‘Evolving to a new dominant logic for marketing’, Journal of Marketing, Vol. 68, No. 1, pp. 1-17.


Saarijärvi, E. H. (2012), ‘The mechanisms of value co-creation’, Journal of Strategic Marketing, Vol. 20, No. 5, pp. 381-391.


Payne, A., Storbacka, K., and Frow, P. (2008), ‘Managing the co-creation of value’, Journal of the Academy of Marketing Science, Vol. 36, pp. 83-96.


Keller, K. L. (1993), ‘Conceptualizing, measuring, and managing customer-based brand equity’, Journal of Marketing, Vol. 57 No. 1, pp. 1-22.


John, D. R., Loken, B., Kim, K., and Monga, A. B. (2006), ‘Brand concept maps: A methodology for identifying brand association networks’, Journal of Marketing Research, Vol. 43, pp. 549-563.


Schnittka, O., Sattler, H., and Zenker, S. (2012), ‘Advanced Brand Concept Maps: a New Approach for Evaluating the Favorability of Brand Association Networks’, International Journal of Research in Marketing, Vol. 29 No. 3, pp. 265-274.


Kim, J., Natter, M., and Spann, M. (2009), ‘Participative pricing’, Journal of Marketing, Vol. 73 (January), pp. 44–58.


Erevelles, S., Fukawa, N., and Swayne, L. (2016), 'Bid Data consumer analytics and the transformation of marketing', Journal of Business Research, Vol. 69, pp. 897-904.


Moore, C. M., Doherty, A. M., and Doyle, S. A. (2010), ‘Flagship stores as a market entry method: the perspective of luxury fashion retailing’, European Journal of Marketing, Vol. 44 No. 1/2, pp. 139-161.


Eisend, M. (2009), ‘A meta-analysis of humor in advertising’, Journal of the Academy of Marketing Science, Vol. 37, pp. 191-203.


Erfgen, C., Zenker, S., and Sattler, H. (2015), 'The vampire effect: do celebrity endorsers suck awareness from the brand?' International Journal of Research in Marketing, Vol. 32 No. 2, pp. 155-163.


Bagozzi, R.P., Gopinath, M., and Nyer, P.U. (1999), ‘The role of emotions in marketing’, Journal of the Academy of Marketing Management, Vol. 27(Spring), pp. 184-206.

Last updated on 26-06-2017