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2019/2020  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 27-06-2019

Relevant links

Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors: This course aims at giving students an understanding of marketing, and sales concepts – 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.
  • • Acquire insight into how companies can use and integrate different data-rich environments to stimulate marketing and creative processes.
  • • 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.
  • • To follow academic conventions in the written presentation.
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 7 days to prepare
Grading scale 7-point grading 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, structure and pedagogical approach

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  marketing and sales activities in nowadays’ different data-rich environments, 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 several 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)


Andzulis James “Mick”, Nikolaos G. Panagopoulos, and Adam Rapp (2012). A Review of Social Media and Implications for the Sales Process. Journal of Personal Selling and Sales Management vol. XXXII, no. 3 (summer 2012), pp. 305–316


Brown, Terrence E. (2017), "Sensor-Based Entrepreneurship: A Framework for Developing New Products and Services," Business Horizons, 60(6), 819-830.


Ernst, H, Hoyer, W. D., and Rübsaamen, C. (2010), Sales, Marketing, and Research-and-Development Cooperation across New Product Development Stages: Implications for Success, Journal of Marketing, 74, 5, 80-92


Füller, J. & Matzler, K. (2007). Virtual product experience and customer participation—A chance for customer-centred, really new products, Technovation, 27, 378-387.


Kevin J. Trainor (2012). Relating Social Media Technologies to Performance: A Capabilities-Based Perspective. Journal of Personal Selling and Sales Management. XXXII, no. 3 (summer 2012), pp. 317–331.


Kumar, V. and W. Reinartz (2016). Creating enduring customer value. Journal of Marketing, 80 (November), 36-68. [pp. 36-40 ONLY]


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


Moe, Wendy W. and David A. Schweidel (2017), "Opportunities for Innovation in Social Media Analytics," Journal of Product Innovation Management, 34(5), 697-702.


Moncrief, William C, Greg W. Marshall (2005). The evolution of the seven steps of selling. Industrial Marketing Management, 34, 13 – 22.


Pauser, S., Wagner, U., Ebster, C. (2018) An investigation of salespeople’s nonverbal behaviors and their effect on charismatic appearance and favourable consumer responses”. Journal of Personal Selling and Sales Management. 38:3, 344-369.


Percy, L. and R. Rosenbaum-Elliott (2012). Strategic Advertising Management. Oxford UK: Oxford University Press). [Chapter 6: Selecting the Target Audience]


Rapp, Adam, Daniel G. Bachrach, Nikolaos Panagopoulos, and Jessica Ogilvie (2014) Salespeople as knowledge brokers: a review and critique of the challenger sales model. Journal of Personal Selling and Sales Management. 34, 4, 245-259


Sorescu, Alina (2017), "Data-Driven Business Model Innovation," Journal of Product Innovation Management, 34(5), 691-696.


Troilo, Gabriele, Luigi M. De Luca, and Paolo Guenzi (2017), "Linking Data-Rich Environments with Service Innovation in Incumbent Firms: A Conceptual Framework and Research Propositions," Journal of Product Innovation Management, 34(5), 617-639.


Vargo, S. & Lusch, R. (2004). Evolving to a new dominant logic for marketing, Journal of Marketing, 68(1), 1-17. [pp. 1-6 + pp 10-11 (text related to FP6) ONLY]


Last updated on 27-06-2019