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2020/2021  BA-BBLCV1160U  Marketing – The Essentials and the Trend Drivers

English Title
Marketing – The Essentials and the Trend Drivers

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Bachelor
Duration One Semester
Start time of the course Autumn, Spring
Timetable Course schedule will be posted at calendar.cbs.dk
Min. participants 40
Max. participants 65
Study board
Study Board for BSc and MSc in Business, Language and Culture, BSc
Course coordinator
  • Meike Janssen - Department of Management, Society and Communication (MSC)
Main academic disciplines
  • Customer behaviour
  • Marketing
  • Strategy
Teaching methods
  • Blended learning
Last updated on 18-06-2020

Relevant links

Learning objectives
  • Analyze a company’s situation and challenges, internal as well as external, in relation to its current and future marketing efforts – using relevant tools and frameworks for such analyses
  • Identify relevant overall marketing options for the company while considering implications for the company, its network and supply chain
  • Propose viable marketing strategies solidly aligned with the imperatives identified through analyses of all relevant factors
  • Understand the increasing importance of various driving forces in the market place, such as sustainability and CSR, digital marketing, intercultural differences, and how these drivers impact on company options
  • Apply acquired insights to develop a marketing strategy for a company addressing and incorporating relevant issues.
Course prerequisites
English language skills at least at B2 level (CEFR)
Marketing - The Essentials and the Trend Drivers:
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) One internal examiner
Exam period Winter and Summer
Make-up exam/re-exam
Same examination form as the ordinary exam
Course content, structure and pedagogical approach

Overall, the course objective is to introduce students to the basics of Marketing as well as the wider context for a company’s marketing efforts. The course will introduce students to a combination of

1) the essentials of Marketing

2) the wider business context in which Marketing Management must navigate.


The course will focus on B2C markets and the factors influencing these markets, i.e. the driving forces affecting the company’s options in the marketplace: such as shifting consumer preferences and the need for continuous innovation, corporate social responsibility, the relevance and importance of emerging markets, the opportunities and limitations of digital marketing, machine learning and artificial intelligence.


The course combines hands-on approaches to real marketing cases based on marketing models and tools from academic marketing textbooks, business journals, and marketing experts.



The course will introduce students to:

  • tools for understanding and analyzing internal and external factors influencing the company’s choice of marketing approach
  • the relevance and difficulties of designing best fit between the company’s overall strategies and choice of marketing strategies, i.e. the strategic role of marketing for the company
  • trends in digital marketing, machine learning, and artificial intelligence and the opportunities and challenges for  the company’s marketing efforts
  • tools for aligning the company’s marketing efforts with intercultural characteristics of target markets
Description of the teaching methods
The course consists of a combination of lectures, case study work, student presentations, discussions and interactive exercises. Specific sessions are dedicated to working on previous marketing exam cases together in class.

Through the interactive course elements, students develop the skills to engage in discussions on developing and analyzing marketing strategies and concepts.
Feedback during the teaching period
The course contains several interactive teaching elements, in particular specific sessions dedicated to working on previous marketing exam cases together in class. In these sessions (but also as part of the other lectures), students are encouraged to engage in discussions (in small groups as well as plenary) and short ad-hoc presentations of group work results. All students are encouraged to provide each other with feedback. Moreover, the lecturer provides feedback to students actively participating in class discussions and activities.

The aim of the feedback element is two-fold: receiving feedback will help sharpening the students’ skills in terms of marketing contents and methodology, and presentation/discussion skills; encouraging students to provide ad-hoc feedback will strengthen the students' ability to critically reflect and suggest alternative approaches.

In a mid-term evaluation, the students will provide feedback to the course content and teaching, in order to initiate potential adjustments to the curriculum and teaching methods.
Student workload
Lectures 27 hours
Workshops 12 hours
Preparation 127 hours
Exam 40 hours
Expected literature


  • Hooley, Piercy, Nicoulaud, Rudd (2017): Marketing Strategy & Competitive Positioning, 6th Edition, Pearson

In addition students are expected to download cases, articles and slidepacks for individual sessions - uploaded to Canvas.

Last updated on 18-06-2020