2017/2018
MA-MMBFO1181U Marketing Management
| English Title |
| Marketing
Management |
|
|
| Language |
English |
| Course ECTS |
3 ECTS |
| Type |
Mandatory |
| Level |
Part Time Master |
| Duration |
One Quarter |
| Start time of the course |
Autumn |
| Timetable |
Course schedule will be posted at
calendar.cbs.dk |
| Study board |
Study Board for Full-Time MBA
|
| Course
coordinator |
- Torsten Ringberg - Department of Marketing
(Marketing)
|
| Main academic
disciplines |
|
|
|
Last updated on
09-08-2017
|
| 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 concepts, frameworks, models
and theories relevant for marketing management
- Be able to identify and analyze strategic and tactical
challenges and opportunities for a company in a given market based
on covered concepts, frameworks, models and theories.
- Be able to evaluate and prioritize various strategic options
based on aforementioned analysis, and decide on the relevant
marketing decisions for a given organization in a given
market.
|
| Examination |
|
Marketing
Management:
|
| Exam
ECTS |
3 |
| 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 exam |
| Size of written product |
Max. 3 pages |
| Assignment type |
Synopsis |
| Duration |
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 external examiner |
| Exam period |
Winter |
| Make-up exam/re-exam |
Same examination form as the ordinary
exam
|
|
| Course content and structure |
|
The objective of this course is to enable students to apply
concepts, frameworks, models, and theories to the analysis of data
of the 5xCs (company, competitor, customer, collaborator and
context) to logically derive at the best match between a company’
resources and the market conditions. The course also introduces
students to the use of advanced qualitative data (e.g., mindset,
mind mapping) as well as Big Data (structured and unstructured,
social media, sensor) including how managers’ mindsets affect the
strategy use of Big Data, hereunder various new market
approaches (sales & promote, listen & learn, connect &
collaborate, empower & engage) as well as the platform
revolution. Issues related to responsible marketing and ethical
dilemmas are woven into class discussions.
|
| Teaching methods |
| This course includes the presentations of core
topics, discussions of assigned chapters, articles and short cases.
Readings are required but not sufficient, as everyone is expected
to participate actively to discussion, and provide inputs from
their own experiences. Therefore, attendance is important for a
successful learning experience as well as doing well on the final
project/exam |
| Feedback during the teaching period |
| The interactive case discussion format allows for
continuous feedback. The students are expected to attend class, be
prepared and participate in the case discussions |
| Student workload |
| Teaching |
30 hours |
| Preparation |
25 hours |
| Examination |
30 hours |
|
Last updated on
09-08-2017
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