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2020/2021  BA-BEBUO1014U  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 European Business
Course coordinator
  • Marina Leban - Department of Marketing (Marketing)
Main academic disciplines
  • Customer behaviour
  • Communication
  • Marketing
Teaching methods
  • Blended learning
Last updated on 23-09-2020

Relevant links

Learning objectives
  • Describe the core idea of marketing and compare its role and importance in business practice to other business functions.
  • Reflect on the importance of a strategic approach to international marketing and know the basic approaches to marketing planning.
  • Explain how companies can manage products/services, brands, pricing, distribution, and promotion to be successful in a European and globalized environment.
  • Critically assess different marketing strategies and instruments.
  • Explain and discuss relevant marketing theories and analytical models.
  • Interpret and evaluate marketing research results.
Exam ECTS 7,5
Examination form Home assignment - written product
Individual or group exam Individual exam
Size of written product Max. 5 pages
Assignment type Case based assignment
Duration 48 hours 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 exam will consist of a case describing a business situation and assignments/questions. In their answers and discussion, students will need to relate contents discussed in the course to the case.

Course content, structure and pedagogical approach

This course provides students with an introduction to the core principles, theories, and concepts of marketing, with a special focus on the challenges of companies operating in multiple European and global markets, and thus a greater societal context. Subjects covered include marketing planning and market research; innovation management; managing products and services; branding; managing prices, distribution, and promotion; relationship marketing; use of technology in marketing. The goal of this course is not only to provide an overview of the basic principles of marketing-related activities within firms, but also to demonstrate how an understanding of the wider global context which companies are embedded in influences long-term success.

Description of the teaching methods
The course draws on a combination of class lectures, exercises, online sessions, and online activities.

Class lectures and exercises are used to familiarize with, discuss, and apply different core principles, theories, and concepts of marketing in a European and a global context. Preparation of lectures/exercises and follow-up work are based on self-guided online sessions (e.g., videos) and online activities (e.g., quizzes) that provide more in-depth information on the various course topics.

The course follows a problem-oriented approach by discussing topics using real-world cases that exemplify the different approaches of marketing. This allows students to critically reflect the activities of companies targeting multiple European and global markets and to practice analyzing actual business situations.
Feedback during the teaching period
The students will receive feedback on their online activities (e.g., quizzes, short essays) and on their oral presentations during class discussions.
Student workload
Participation 36 hours
Preperation 126 hours
Exam 48 hours
Further Information



Expected literature

Kotler, Philip and Kevin Lane Keller (2016), A Framework for Marketing Management – Global Edition, 6th ed. Harlow: Pearson.


Sarstedt, Marko and Erik Mooi (2019), A Concise Guide to Market Research. Berlin: Springer. ( https:/​/​link-springer-com.esc-web.lib.cbs.dk:8443/​book/​10.1007%2F978-3-662-56707-4) [pp. 58-60; 81-83; 173-176; 210-213]


Simon, Hermann and Martin Fassnacht (2019), Price Management. Berlin: Springer. ( https:/​/​link-springer-com.esc-web.lib.cbs.dk:8443/​book/​10.1007/​978-3-319-99456-7) [pp. 1-9; 92-96; 143-169]


Trott, Paul (2017), Innovation Management and New Product Development, 6th ed. Harlow: Pearson. (5th ed. 2012 also works).  (Chapters 1, 12, 16)


Last updated on 23-09-2020