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2018/2019  MA-MMBFO1181U  Marketing Management

English Title
Marketing Management

Course information
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
  • Management
  • Marketing
Teaching methods
  • Face-to-face teaching
Last updated on 03-10-2018

Relevant links
Learning objectives
  • Be able to describe and classify concepts, frameworks, models and theories relevant for marketing management, including the use of (big/small) data
  • Be able to describe how managerial mindsets affect the use of (big/small) data in the pursuit of business transformation in rapidly developing business environments.
  • 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 Home assignment - written product
Individual or group exam Individual exam
Size of written product Max. 10 pages
Assignment type Project
Duration Written product to be submitted on specified date and time.
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 (big/small) 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 introduces students to the use of advanced qualitative (small) 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/innovative market approaches (sales & promote, listen & learn, connect & collaborate, empower & engage) and their use of new technology. Issues related to responsible marketing and ethical dilemmas are woven into class discussions
Description of the 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 03-10-2018