| Learning objectives |
The student must demonstrate ability to:
- Explain, select and apply relevant marketing concepts, models,
and theories
- Identify a relevant marketing problem
- Demonstrate ability to analyze a chosen marketing situation.
This includes analysis of: • Internal resources and strategic
position • Competitive position • Relevant macro- and
micro-environmental factors • Consumer behaviour •
Segmentation
- Draw and evaluate conclusions on the backdrop of the
analysis
- Critically assess the marketing options the company faces
- Collect primary and secondary data material on which to base
the analysis, in accordance with scientific principles
- Use proper academic language, correct referencing, and present
the analysis in a coherent and well argued
manner
|
| Examination |
|
Marketing
Audit:
|
| 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. 10 pages |
|
Essay: no more than 10 pages, regardless of group
size. |
| Assignment type |
Essay |
| 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 |
| Grading scale |
7-step scale |
| Examiner(s) |
Internal examiner and second internal
examiner |
| Exam period |
Winter |
| Make-up exam/re-exam |
Same examination form as the ordinary exam
Re-examination: If a student has
participated in writing the group essay, 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 essay.
If a student has participated in writing the group essay, but has
not passed the oral examination, the re-examination will be based
on a re-submission of the original essay. The student may, however,
choose to write a new, individual essay within a specified time
period.
If a student has not participated in writing a group essay the
student must hand in an individual essay within a specified time
period.
|
Description of the exam
procedure
An individual oral examination based on a group essay created
during the semester that presents a marketing situation analysis
developed during the semester.
The oral examination can include the entire course literature, yet
takes its primary outset in the group essay.
The 20-minute exam will follow these general guidelines:
· First, each student makes an
individual presentation (no more than 5-7 minutes). The
presentation should not summarize the essay, but elaborate on
important points, add other perspectives or discuss central issues
in the essay.
· Next is a discussion of the
group exam case in which the examining teacher can raise both
case-related and more general questions within the field of
marketing. This discussion lasts about 8-9 minutes.
· Finally, the student’s exam
is evaluated and graded and feedback on the performance is given.
Grading is based on the group essay as well the oral
examination.
|
|
| Course content and structure |
|
The aim of this course is to develop the student's ability
to:
1) Understand and master thorough, independent and critical
analysis of a company’s marketing situation
2) Identify relevant marketing problems on the backdrop of their
analysis
3) Gain knowledge and experience with analyzing a marketing
problem, while taking into account internal as well as external
market related factors, especially consumer- or customer-related
aspects
The main focus of this course is analysis of a company’s or
business marketing situation. This analysis includes a series of
internal and external factors of importance to a company and its
marketing decisions. Thus, “Marketing Audit” provides broad insight
into crucial fields of market analysis, such as macro environmental
factors, the competitive situation, and internal company dynamics.
Analyzing and understanding consumer behavior will be emphasized
throughout the course. Students will work with collecting relevant
data and applying marketing theory in the analytical process – the
foundation for later development of marketing strategy and
plans.
|
| Description of the teaching methods |
| The course draws on a blended learning approach,
which combines lectures, discussions, exercises, and student
presentations in online and on-campus settings. 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) |
171 hours |
| Exam (including exam preparation) |
35 hours |
|
| Expected literature |
|
Indicative course literature:
- Belk, Fischer, and Kozinets (2013). Qualitative Consumer and
Marketing Research. SAGE.
- Boote, Jonathan and Mathews, Ann (1999). ““Saying is one thing;
doing is another”: the role of observation in marketing
research". Qualitative Market Research: An International
Journal, Vol. 2 Issue: 1, pp.15-21.
- Johnson, Whittington, Scholes. Angwin and Regnér (2017).
Exploring Strategy. Eleventh edition. Pearson Education Limited.
(Please find the collection of chapters in the CBS bookstore.)
- Kotler, Keller, Brady, Goodman, Hansen. (2016) Marketing
Management. 3rd edition. Pearson Education Limited.
- Kvale, Steinar. (2007) Doing Interviews. SAGE
Publications.
- Levitt, Theodore (1960). Marketing Myopia. Harvard Business
Review, Jul/Aug60, Vol. 38 Issue 4, pp. 45-56.
- Porter, Michael E. (1985). Competitive advantage. Creating and
Sustaining Superior Performance. New York: Free Press.
- Porter, Michael E. (2008). “The Five Competitive Forces That
Shape Strategy.” Harvard Business Review, “HBR’s Must-Reads on
Strategy, pp. 23-42.
|
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