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2023/2024  BA-BEBUO1014U  Marketing

English Title

Course information

Language English
Course ECTS 7.5 ECTS
Type Mandatory (also offered as elective)
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
  • Ebru Kuzgun - Department of Marketing (Marketing)
  • Marina Leban - Department of Marketing (Marketing)
Main academic disciplines
  • Customer behaviour
  • Communication
  • Marketing
Teaching methods
  • Blended learning
Last updated on 19-02-2024

Relevant links

Learning objectives
  • Develop deep knowledge about the core idea of marketing and compare its role and importance in business practice in the context of other business functions.
  • Reflect on the importance of a strategic approach to European marketing and know the basic approaches to marketing planning.
  • Critically assess different marketing strategies and associated digital marketing instruments.
  • Analyze, interpret and evaluate relevant marketing data results.
  • Apply relevant marketing theories and analytical models, to explain how companies can successfully manage marketing and produce prosperity in a European and globalized environment.
  • Identify ethical dilemmas in relation to firms’ marketing-related practices.
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
Release of assignment The Assignment is released in Digital Exam (DE) at exam start
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
If the number of registered candidates for the make-up examination/re-take examination warrants that it may most appropriately be held as an oral examination, the programme office will inform the students that the make-up examination/re-take examination will be held as an oral examination instead.
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 online pre-recorded lectures, in-class exercises, as well as 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 global context. Preparation of lectures/exercises and follow-up work are based on self-guided online sessions (e.g., videos), online activities (e.g., quizzes), and group work (e.g. presentations, written reports) 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 international 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 oral and written feedback on their online activities (e.g., quizzes, case group reports) and on their oral presentations during class discussions.
Student workload
Participation 36 hours
Preparation 126 hours
Exam 48 hours
Further Information



Expected literature

Philip Kotler, Kevin Lane Keller, Mairead Brady, Malcolm Goodman and Torben Hansen (2019). Marketing Management, 4. ed. Pearson 

Last updated on 19-02-2024