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2022/2023  BA-BIBAO4021U  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)
Main academic disciplines
  • Customer behaviour
  • Marketing
Teaching methods
  • Blended learning
Last updated on 22-06-2022

Relevant links

Learning objectives
Upon successful completion of the course, students will be able to demonstrate:
  • Knowledge about and understanding of theories, concepts and models, as well as analytical methods around the marketing management.
  • Skills for managing a market research (empirical study) and for conducting analyses of consumers- and business markets.
  • Competences to formulate a research question, and answer it based on an empirical study.
  • Competences to critically select appropriate theories, concepts or models, and integrate them into an empirical study.
  • Competences to interpret the results of an empirical study, and develop marketing strategies and plans suitable for a targeted market.
  • Competences to discuss important and relevant issues on the contemporary marketing in Asia, such as the role of technology, digitalization, sustainability, CSR and ethics.
Prerequisites for registering for the exam (activities during the teaching period)
Number of compulsory activities which must be approved (see section 13 of the Programme Regulations): 1
Compulsory home assignments
Students must have approved one compulsory group assignment out of three possible compulsory group assignments.

There will not be planned any retake options for students who are missing assignments and have not made attempts in all 3 assignments.

The size of each compulsory group assignments are max.10 pages and should be written in groups of 4-5 students
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 Written product to be submitted on specified date and time.
Grading scale 7-point grading scale
Examiner(s) Internal examiner and external examiner
Exam period Summer
Make-up exam/re-exam
Same examination form as the ordinary exam
Description of the exam procedure

The exam assignment should be built up on one of the cases used in three compulsory group assignments.


The re-take assignment should be built up on one of the cases used three compulsory group assignments. Students who handed in a product for the ordinary exam shall base their assignment on a different case than the case used for the ordinary exam


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 resources, 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, exercises classes (group assignments and peer-reviews) and a workshop.
- The course also integrates the Marketing Signature Course Pack as supplemental materials which facilitates students' understanding of theoretical concepts
- 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' feedback to each group assignment in the classes and online.

Feedback is further offered whenever feasible. 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 students to ask questions or make comments in class and form self-study groups to secure peer feedback on their work.
Student workload
Lectures 38 hours
Exercise classes 18 hours
Preparation for classes 56 hours
Exam and exam preparation 22 hours
Group assignments 72 hours
Expected literature

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


Teaching materials also include hand-outs, slidepacks, articles, cases etc. - all of which will be uploaded on Canvas.


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 22-06-2022