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2017/2018  MA-MMBAO3023U  Marketing

English Title

Course information

Language English
Course ECTS 4 ECTS
Type Mandatory
Level Part Time Master
Duration One Semester
Start time of the course Autumn, Spring
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for Master of Business Administration
Course coordinator
  • Jesper Rangvid - Department of Finance (FI)
Main academic disciplines
  • Marketing
Last updated on 30-06-2017

Relevant links

Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors:
  • Be able to describe and classify any of the theories, frameworks and models taught during the course or describe in the syllabus
  • Be able to identify and explain differences between the strategic, tactical and operational level when theories, frameworks and models are applied
  • Be able to compare and combine these theories
  • Be able to use them for analysis of concrete marketing challenges, including designing, collecting and reporting of empirical data
  • Be able to relate the analysis to the overall strategy of the organization, i.e. be able to argue why a set of marketing decision are relevant to the specific situation
Exam ECTS 4
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 4-5
Size of written product Max. 40 pages
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 and Winter
Make-up exam/re-exam
Same examination form as the ordinary exam
A written case assignment based on a case or a subject chosen by the teacher. The assignment must be formulated and given to the students at least nine days prior to the expiration of the deadline. It should be 15 pages long and submitted to CBSLearn. The exam is held internally, and the assignment is put forward and assessed by the relevant faculty.

Alternative examination format: The make-up/re-examination will be held as an oral examination 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.
Description of the exam procedure

The examination is a written project report based on the theoretical input throughout the course and on the desk and field research in connection with the study tour to Chicago, USA.


The participants will, in designated groups of 4-5 select a product or service (e.g. from one of your own companies) created outside of USA that is currently not for sale in the USA and assess the feasibility of launching the product or service in Chicago area. 



Course content and structure

Marketing is one of the most talked about, loved, hated, respected, and misunderstood courses on any MBA program. Many participants come to an MBA program with the misconception that Marketing is more of a gut-feeling, seat-of-the-pants discipline than are, say Finance, Production and Operations Management, or Accounting. As you will see from this course, strong marketing requires rigorous analysis as well as sound judgement. Don’t be caught off-guard by the amount of detailed work required to make informed marketing decisions. In the short space of seven classes we will work through a number of cases and exercises. These cases are infamous for their length and complexity, and your instructors are loathed for their insistence on thorough analysis! The preparation materials for most classes include a case study and readings that provide tools to address decisions in the case.


In this course we consider the functions and responsibilities of general managers in formulating, co-operating with, and implementing, corporate marketing strategies in a global environment. You will find yourself in a managerial role, often that of CEO or Marketing Director, having to determine the overall direction the organisation will take with regard to its relationships with its national and international markets. We also examine the role of other functions directly and indirectly related to marketing.

We will explore a marketing strategy process that includes determining what strategic options exist and which of those are realistic; what limitations are placed on the organisation by internal and external limitations; and what is required to balance short term and long term objectives when setting up a marketing strategy. Using a number of different tools we will develop a coherent marketing analysis that enables us to understand better a firm’s current competitive position, as well as how that position may be enhanced, and what policies must be introduced throughout the company to attain desired results in the marketplace.​

Teaching methods
The course has 8 sessions and diverse teaching methods using lectures, cases, readings, discussions and a study trip. The class meetings are interactive and require ongoing engagement of the students.
Feedback during the teaching period
The feedback
Feedback is given to the student together with the grade when written and oral exams have been evaluated.

The evaluation
At the evaluation unit at CBS’s Economic & Analysis department we ask you to evaluate the overall course. In other words if there has been exercise classes and lectures the evaluation should include both. We evaluate every course and faculty to secure and strengthen the professional level of the offered course.
Student workload
Lectures 16 hours
Preparation + Exam 78 hours
Study Trip 16 hours
Last updated on 30-06-2017