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2018/2019  KAN-CIMMO1065U  Perspectives in Marketing and Marketing Research

English Title
Perspectives in Marketing and Marketing Research

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 Economics and Business Administration
Course coordinator
  • Niels Kühl Hasager - Department of Management, Politics and Philosophy (MPP)
  • Søren Henning Jensen - Department of Management, Politics and Philosophy (MPP)
Main academic disciplines
  • Marketing
  • Methodology and philosophy of science
  • Statistics and quantitative methods
Teaching methods
  • Face-to-face teaching
Last updated on 21-06-2018

Relevant links

Learning objectives
The main objective is develop an ability to evaluate marketing research (through own experience) when working in marketing and management in a corporate function.At the end of the course the student is expected to be able to:
  • Demonstrate the ability to structure complex problems in relation to a description and analysis of empirical problem fields. I.e. develop and delimit an original formulation of a marketing problem being investigated.
  • Critically discuss and apply adequate scientific methods and the relevant theories within the area of marketing to the problem investigated.
  • Critically discuss and apply a relevant marketing research design for the marketing problem being investigated.
  • Assemble and process valid and reliable data, relevant to the problem and sub-problems under scrutiny
  • Edit a well-structured marketing research project, written with clear arguments, easy to understand.
Perpectives in Marketing and Marketing Research:
Exam ECTS 7,5
Examination form Home assignment - written product
Individual or group exam Group exam
Please note the rules in the Programme Regulations about identification of individual contributions.
Number of people in the group 3-4
Size of written product Max. 50 pages
Assignment type Project
Duration Written product to be submitted on specified date and time.
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period Winter
Make-up exam/re-exam
Same examination form as the ordinary exam
Description of the exam procedure

Each group will have an advisor assigned with 4 hours of supervision.



Course content and structure

Perspectives in Marketing and Marketing Research is designed to provide students with an insight to the field of Marketing Research. The purpose is not only to learn how to carry out marketing research in practice, but also to be able to understand research designs, in order to become a competent buyer of Marketing Research projects. The rationale behind this, is the fact that IMM graduates will in their future career most likely be in the situation where they occasionally will need input from consultants to generate marketing decision support.


There will be fruitful discussions on all of the crucial stages in a research project aiming for the collection and analysis of data needed for marketing decisions.


A major part of the course is a project work, which will be carried out in groups of both Danish and foreign students. Groups are to carry out a marketing research project for a specific firm. The project aims towards a full scale marketing research plan. Given the time constraint, the empirical part of the project is limited to a pilot study. Groups are expected to find their own company contacts.

Description of the teaching methods
The teaching mainly takes place in large classes and consists of a mixture of dialog-based lectures, presentations, discussions, and assignments/cases.
Feedback during the teaching period
Feedback will be provided as a part of the teaching in the form of dialogue between faculty and students.Also it will be possible to receive feedback on the exam papers in written format and related to the performance of the student compared to the learning objectives.
Student workload
Teaching and preparation 106 hours
Project work and Exam 100 hours
Expected literature

Indicative literature:

Malhotra & Birk: Marketing Research - An Applied Approach. Pearson 2010

Marketing Research 4th edn, 4/E
Naresh Malhotra
David Birks
Peter Wills

ISBN-10: 0273725858
ISBN-13:  9780273725855

Publisher:  Pearson 

Last updated on 21-06-2018