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2018/2019  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
  • Ad de Jong - Department of Marketing (Marketing)
Main academic disciplines
  • Marketing
Teaching methods
  • Blended learning
Last updated on 26-06-2018

Relevant links
Learning objectives
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, discuss, and relate the various marketing and sales concepts, models, and theories, ranging from marketing research, segmentation, positioning, branding, (service) product development, integrated communications, personal selling, USP, value proposition, promotion, pricing, and retail/distribution.
  • Identify and analyse the process of value creation in market and sales activities taking into account the role of customer emotions, experiences, and behaviour in this process.
  • Analyse the differences needed between traditional and non-traditional marketing sectors with emphasis on settings characterized by high levels of complexity and competition.
  • Apply these marketing and sales concepts, models, and theories, singly or combined to fit a concrete case situation under study and critically assess the value and relevance of the concepts, models, and theories presented throughout the course in relation to their practical application in a relevant case.
Examination
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 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

The course emphasizes the role of creative processes in the marketing and sales activities that work in concert with other (business) functions such as logistics, technology, product/service development, production, customer services. The focus is on creative processes and value creation as a way to illustrate that marketing and sales stand for more than just a set of functions, managerial strategies, models and techniques. Rather nowadays’ marketing and sales practice concerns a dynamic, integrative, and interactive process of value creation that aim to optimally address market and customer needs.

 

This course will introduce the key contemporary marketing and sales activities, in which customers take active part in the value creation process. The focus will be on marketing and sales in the creative industries, and beyond. This course will provide students with an understanding of key marketing and sales concepts, models, and theories with focus on value creation in interaction with the customer.
Description of the 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

(Note that the list still can change. An updated course reading list will be provided briefly before the start of the course)

 

  • Ahuvia, A. C. (2005). Beyond the extended self: Love objects and consumers’ identity narratives. Journal of Consumer Research, 32(1), 171–184
     
  • Ariely, D., Loewenstein, G., & Prelec, D. (2003). 'Coherent Arbitrariness’: Stable demand curves without stable preferences. Quarterly Journal of Economics, 118(1), 73-105.
     
  • Bargh, J. (2002). Losing consciousness: automatic influences on consumer judgment, behavior, and motivation. Journal of Consumer Research, 29(2), 280–285.
     
  • Elliot R. (1998). A model of emotion-driven choice. Journal of Marketing Management, 14, 95-108.

 

  • Ernst, Holger, Wayne D. Hoyer, & Manfred Krafft (2011). Customer relationship management and company performance – the mediating role of new product performance. Journal of the Academy of Marketing Science, 39, 290-306.

 

 

  • Leslie, M., and Ch. A. Holloway  (2006). The Sales Learning Curve. Harvard Business Review, (July-August), 115-123.

 

  • Moncrief, William C, Greg W. Marshall (2005). The evolution of the seven steps of selling. Industrial Marketing Management, 34, 13 – 22.
     
  • Rouziès, D. E. Anderson, A.J. Kohli, R.E. Michaels, B.A. Weitz, and A.A. Zoltners. (2005). Sales and Marketing Integrations: A Proposed Framework. Journal of Personal Selling and Sales Management, 23 (2), 113-122
     
  • Payne, A. F., Storbacka, K., &Frow, P. (2008). Managing the co-creation of value, Journal of the Academy of Marketing Science, 36, 83-96.
     
  • Jong, A. de, Nijssen, and Vd Borgh (2013) How Can Salespersons as Knowledge Brokers Facilitate the Involvement of B2B Customers in NPD? Working Paper. Presented at ISBM Marketing & Innovation Symposium, Massachusetts Institute of Technology (MIT), Boston, MA.

 

  • Stock-Homburg Ruth, Ad de Jong, and Nicolas Zacharias (2017). Frontline Employees’ Innovative Service Behavior as Key to Customer Loyalty: Insights into FLEs’ Resource Gain Spiral? Journal of Product Innovation Management. 34 (2) 223-245

 

  • Van der Borgh, Michel, Ad de Jong, and Ed Nijssen (2017). “Alternative Mechanisms Guiding Salespersons’ Ambidextrous Product Selling” British Journal of Management. 28, 331–353

 

  • Woisetschläger David M, Debra Hanning, Christof Backhaus (2016). Why frontline employees engage as idea collectors: An assessment of underlying motives and critical success factors. Industrial Marketing Management 52, Pages
Last updated on 26-06-2018