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2019/2020  BA-BHAAI1015U  Introduction to Marketing

English Title
Introduction to Marketing

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Bachelor
Duration Summer
Start time of the course Summer
Timetable Course schedule will be posted at calendar.cbs.dk
Max. participants 140
Study board
Study Board for BSc in Economics and Business Administration
Course coordinator
  • Tiffany Winchester - Department of International Economics, Governance and Business (EGB)
For acadimic questions related to the course, please contact instructor Tiffany Winchester at twi.egb@cbs.dk
Main academic disciplines
  • Marketing
Teaching methods
  • Online teaching
Last updated on 16/04/2020

Relevant links

Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors.
On successful completion of this course, students should be able to:
  • Describe the key elements of the marketing mix and demonstrate how they fit within an organisation's marketing strategy
  • Compare alternative theories of consumer behaviour and contrast how they influence marketing activities
  • Examine the practical implications of core marketing theory including marketing empirical generalisations such as the Double Jeopardy and Duplication of Purchase laws.
  • Identify marketing problems in business situations using marketing research and marketing metrics
  • Describe the role of the marketer and the marketer's contribution to the direction of the organisation and society at large
Course prerequisites
Introduction to Marketing:
Exam ECTS 7.5
Examination form Home assignment - written product
Individual or group exam Individual exam
Size of written product Please see text below
4 hour home assignment. No requirement for maximum number of pages.
Assignment type Written assignment
Duration Written product to be submitted on specified date and time.
Grading scale 7-point grading scale
Examiner(s) One internal examiner
Exam period Summer, Ordinary exam: 4 hour home assignment in the period of 27–31 July 2020
Retake exam: 4 hour home assignment in the period of 28 September–2 October 2020
3rd attempt (2nd retake) exam: 72-hour home assignment- 23-26 November 2020 – for all ISUP courses simultaneously

Exam schedules available on https:/​/​www.cbs.dk/​uddannelse/​international-summer-university-programme-isup/​courses-and-exams
Make-up exam/re-exam
Same examination form as the ordinary exam
Retake exam: 4 hour home assignment, new exam question
Exam form for 3rd attempt (2nd retake): 72-hour home project assignment, max. 10 pages.
Course content, structure and pedagogical approach

This course provides an introduction to the marketing function of the organisation. Identifying and meeting the needs of clients and customer groups is critical to achieving organisational goals. This course provides an overview of the theories and principles of marketing, which are supported by marketing science. The focus is on how organisations identify the needs of their target markets, understand the buying behaviour of their target markets, and develop a marketing mix to satisfy the needs and wants of these markets. While the course has a theoretical base that is underpinned by a marketing science approach, practical application of the concepts of marketing is an essential element.
Assessments for the course will involve:
A preliminary multiple choice test at session 1 (not graded)
Check your understanding quizzes (not graded)
A final exam (100% of your grade based on this)


Preliminary assignment:

Class 1: Introduction & The Marketing Environment
Class 2: Consumer & Business Buying Behaviour
Class 3: Customer Segmentation, Targeting, & Positioning
Class 4: Meaningful Marketing Metrics & Research
Class 5: Product (Goods & Services)
Class 6: Pricing (and Discounting)
Feedback activities
Class 7: Place (Physical Availability, Retailing, & Shopping)
Class 8: Promotions (Advertising & Media Decisions)
Class 9: Global Marketing
Class 10: Ethics, CSR, and Social Marketing
Class 11: Comprehensive Review
Description of the teaching methods
This year all courses are taught digitally over the Internet. Instructors will apply a mixture of direct teaching through a live link (like Skype, Team, Zoom…) and indirect, where visual pre-recorded material is uploaded on Canvas. The instructor will inform participants about the precise format on Canvas.
Feedback during the teaching period
The feedback activity will take place online.
Student workload
Preliminary assignment 20 hours
Classroom attendance 33 hours
Preparation 126 hours
Feedback activity 7 hours
Examination 20 hours
Further Information

Preliminary Assignment: To help students get maximum value from ISUP courses, instructors provide a reading or a small number of readings or video clips to be read or viewed before the start of classes with a related task scheduled for class 1 in order to 'jump-start' the learning process.


Course timetable is available on https://www.cbs.dk/uddannelse/international-summer-university-programme-isup/courses-and-exams


We reserve the right to cancel the course if we do not get enough applications. This will be communicated on https://www.cbs.dk/uddannelse/international-summer-university-programme-isup/courses-and-exams end March 2020.

Expected literature

Mandatory readings:


Sharp (2017) Marketing: Theory, Evidence, Practice. 2nd ed. Oxford University Press.


Additional relevant readings:


Additional readings will be provided on Canvas


Last updated on 16/04/2020