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2020/2021  BA-BASPO1011U  Marketing

English Title

Course information

Language English
Course ECTS 7.5 ECTS
Type Mandatory
Level Bachelor
Duration One Semester
Start time of the course Spring
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for BSc in Business, Asian Language and Culture
Course coordinator
  • Fumiko Kano Glückstad - Department of Management, Society and Communication (MSC)
The course is taught by Fumiko Glückstad and Manisha Bachheti.
Main academic disciplines
  • Customer behaviour
  • Marketing
Teaching methods
  • Blended learning
Last updated on 12-10-2020

Relevant links

Learning objectives
Upon successful completion of the course, students will be able to:
  • Critically assess, select and combine key analytical frameworks to develop marketing strategies
  • Discuss the role of technology and digitalization in the context of contemporary marketing
  • Discuss the role of sustainability, CSR and ethics for contemporary marketing
  • Conduct applied quantitative analyses at the example of Asian market environments using secondary data and consumer data
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 Case based assignment
Duration 2 weeks to prepare
Grading scale 7-point grading scale
Examiner(s) One internal examiner
Exam period Summer
Make-up exam/re-exam
Same examination form as the ordinary exam
Description of the exam procedure

The assignment consists of a case with questions.


The exam must be handed in through Digital Exam.

Course content, structure and pedagogical approach

For Western - especially for European - companies establishing a competitive position in the Asian markets requires different skills to capture market insights, and develop marketing strategies and plans. The course introduces the basics of marketing management with special focus on the Asian markets.

 The course will introduce tools to manage market research and to analyze consumers- and business markets. The course will focus on factors affecting the company’s options in the marketplace, such as institutional challenges, competitors in the targeted markets, consumer culture and company’s internal resource, and will discuss needs for adjusting a marketing plan (product positioning and communication) in a targeted market.

The course intends to integrate the analysis of quantitative data collected from Asian markets (e.g. from China and Japan) for facilitating students’ interpretation of real-life consumers in the markets.

Description of the teaching methods
- The course consists of a combination of lectures, exercise lessons (group assignments and peer-reviews) and a workshop.
- A high degree of student involvement is strived for, including students’ own insights drawing on their own experience and background
Feedback during the teaching period
Through a group-based assignment, the course will integrate the "blended learning" concept and will facilitate "student to student feedback" as well as teachers' feedbacks to each group assignment in the class and online.

Feedback is further offered in response to your questions and work whenever feasible although please appreciate that there are often time constraints. Please feel free to take full advantage of the ‘office hours’ offered by full-time staff members, although these can never be a substitute for participation in lectures and classes. We also encourage you to ask questions or make comments in class and form self-study groups to secure peer feedback on your work.
Student workload
Lectures 36 hours
Preparation for classes 36 hours
Group assignments 72 hours
Exam and exam preparation 63 hours
Further Information



Expected literature


Marketing management: An Asian perspective; Philip Kotler, Harlow, England ; Pearson ; 2018


Please note: these reading materials are only tentative and changes may occur. Final literature lists will be uploaded on Canvas before the course begins. 

Last updated on 12-10-2020