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2022/2023  KAN-CIMMO1065U  Perspectives in Marketing and Marketing Research

English Title
Perspectives in Marketing and Marketing Research

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 Economics and Business Administration
Course coordinator
  • Gülen Sarial Abi - Department of Marketing (Marketing)
Main academic disciplines
  • Marketing
  • Methodology and philosophy of science
  • Statistics and quantitative methods
Teaching methods
  • Face-to-face teaching
Last updated on 24-06-2022

Relevant links

Learning objectives
What are the perceptions of a brand in the minds of consumers? How many different types of consumers are there in a specific market? Who should a company target with its offerings in a certain market? Is there a market for the newly developed products of a company? What type of communication should a brand use to communicate with its customers? What are the consequences of a brand crisis for a company in terms of its image perceptions? This course is designed to explore the concepts and tools that will help you answer these and other marketing problem(s) of any company.

At the end of the course, the successful student will be able to:
  • Demonstrate the ability to structure complex problems in relation to a description and analysis of empirical problem fields (i.e. develop and delimit an original formulation of a marketing problem being investigated).
  • Critically discuss and apply adequate scientific methods and the relevant theories within the area of marketing to the problem investigated.
  • Critically discuss and apply a relevant marketing research design for the marketing problem being investigated.
  • Assemble, process, and analyze valid and reliable data, relevant to the problem and sub-problems under scrutiny
  • Edit a well-structured marketing research project, written with clear arguments, easy to understand.
Perpectives in Marketing and Marketing Research:
Exam ECTS 7,5
Examination form Home assignment - written product
Individual or group exam Group exam
Please note the rules in the Programme Regulations about identification of individual contributions.
Number of people in the group 3-5
Size of written product Max. 50 pages
Assignment type Project
Duration Written product to be submitted on specified date and time.
Grading scale 7-point grading scale
Examiner(s) One internal examiner
Exam period Winter
Make-up exam/re-exam
Same examination form as the ordinary exam
If a student misses the deadline for handing in the exam or fails to pass the exam, the student will be required to do a new individual Marketing Research Project for a new company within the defined deadline of the make-up or the re-exam.
Description of the exam procedure

The course culminates in a Marketing Research Project that provides a systematic way to identify a marketing problem and develop a relevant marketing research to strategically address the marketing problem. 


The Marketing Research Project requires students to select a company for which they will identify a marketing problem and apply their learnings from the course in order to address the marketing problem of the chosen company and provide recommendations for the company going forward. 


More detailed information about the Marketing Research Project will be provided during the course. 



Course content, structure and pedagogical approach

In the 21st century, marketing is no longer a separate function.  It is a leading, integrated activity that influences the entire company by providing critical and essential input to craft a strategy and develop a business model. Considering the dynamics of the environment in which companies operate, any decision making within a company must be founded on and strengthened with research about the target market. This course teaches the value of the information generated from marketing research for users of such information who make critical decisions about the future direction of their businesses and supporting investments. 


This course aims to familiarize the students with several types of marketing problems as well as how to leverage data to make effective marketing decisions. It will cover topics that will involve formulating critical marketing problems, developing relevant marketing research questions, analyzing data, and most importantly, drawing inferences and telling convincing narratives to produce actionable results. Students will gain an appreciation for the breadth and depth of the subject and its significance for any company, whether a start-up or an established company.


The content of this course is divided into four learning modules:


Module 1: Understanding Marketing Strategy


This module gives a basic overview of what marketing is. It covers what marketing is and how companies can develop marketing strategies. This module aims to familiarize the students with the key conceptual foundation of developing a strategic marketing function in a company.


Module 2: Capturing Marketing Insights


This module introduces the process of capturing marketing insights by conducting a marketing research. This module covers topics related with marketing research in terms of assessing the information needs and developing the needed information.


Module 3: Analyzing Marketing Insights


This module covers the basic concepts related with how to analyze the captured marketing insights. It covers topics related with univariate, bivariate, and multivariate data analyses. 


Module 4: Using Captured Marketing Insights


This module discusses how the captured marketing insights can be used to get information about the marketing environment, consumer behavior, identifying targets and segments, and developing marketing mix decisions.

Description of the teaching methods
The course uses face-to-face teaching as a teaching method. Accordingly, teaching material includes lectures, individual and group work, and discussions.

The course is highly interactive with a corresponding expectation that students engage in these interactions.
Feedback during the teaching period
Feedback will be provided as part of the teaching in the form of dialogue between students and the responsible teaching faculty. Students will meet with the responsible faculty for the course for 2 times during the semester to receive ongoing feedback regarding the different parts of the marketing research project.

At the end of the course, it will also be possible to receive feedback on the exam papers in written format and related to the performance of the student compared to the learning objectives.
Student workload
Teaching and preparation 106 hours
Project work and Exam 100 hours
Expected literature

As a reference course book, the course will use Marketing Research: Applied Insight by Dan Nunan, David F. Birks, and Naresh K. Malhotra, Pearson Higher Education, 6th Edition. 


However, the discussions and course material will not be limited to only the course book. More readings may be assigned during the term. 

Last updated on 24-06-2022