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2022/2023  MA-MMBFO1181U  Marketing Management

English Title
Marketing Management

Course information

Language English
Course ECTS 3 ECTS
Type Mandatory
Level Part Time Master
Duration One Quarter
Start time of the course Autumn
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for Full-Time MBA
Course coordinator
  • Michel Van der Borgh - Department of Marketing (Marketing)
Main academic disciplines
  • Management
  • Marketing
Teaching methods
  • Face-to-face teaching
Last updated on 13-06-2022

Relevant links

Learning objectives
  • Be able to 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.
  • Be able to identify relevant overall marketing options for the company while considering implications for the company, its network and supply chain.
  • Be able to 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 marketplace, such as a focus on sustainability and CSR, intercultural differences etc. and how these drivers impact on company options.
  • Apply acquired insights to develop a marketing plan for a company addressing and incorporating relevant issues.
Marketing Management:
Exam ECTS 3
Examination form Home assignment - written product
Individual or group exam Individual exam
Size of written product Max. 10 pages
Assignment type Project
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 Winter
Make-up exam/re-exam
Same examination form as the ordinary exam
Course content, structure and pedagogical approach

Firms constantly think about creating value through (new) products and services. A core question is: How can a firm successfully create offerings for customers and adapt to their changing needs? The Marketing Management course aims to provide an answer by covering the foundations of marketing management and show how companies successfully can assess markets to deliver products and services that align with (latent) customer needs.


The objective of this course is to enable students to apply concepts, frameworks, models, and theories to describe the role of marketing with respect to the three C’s (customer, company, competitor). The course introduces students to the market audit, consumer behavior research, STP (segmenting, targeting, and positioning), product life cycle management, pricing, and communication. The basics will enable participants to design a marketing plan. Issues related to responsible marketing and contemporary marketing issues are woven into class discussions.

Description of the teaching methods
This course includes the presentations of core topics, discussions of assigned chapters, articles, and short cases. Readings are required but not sufficient, as everyone is expected to participate actively to discussion, and provide inputs from their own experiences. Therefore, attendance is important for a successful learning experience as well as doing well on the final project/exam.
Feedback during the teaching period
The students are expected to attend class, be prepared, and participate in the discussions. Next to that, using a running case, students will work on assignments in groups of 4-5 students. During and between sessions students are able to work on the assignments and get advice and feedback from faculty. After each assignment, faculty assess the work and provides collective oral feedback (can be during session and in CBS canvas).
Student workload
Teaching 30 hours
Preparation 25 hours
Examination 30 hours
Last updated on 13-06-2022