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2023/2024  BA-BFILO3006U  Marketing

English Title

Course information

Language English
Course ECTS 7.5 ECTS
Type Mandatory
Level Bachelor
Duration One Semester
Start time of the course Autumn
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for BSc/MSc in Business Administration and Philosophy, BSC
Course coordinator
  • Selma Kadic-Maglajlic - Department of Marketing (Marketing)
  • Stefan Schwarzkopf - Department of Business Humanities and Law (BHL)
Main academic disciplines
  • Marketing
Teaching methods
  • Blended learning
Last updated on 27-06-2023

Relevant links

Learning objectives
  • Develop deep knowledge about the core idea of marketing and its importance in business practice.
  • Critically reflect upon and compare the philosophy of marketing with philosophical problems in other business functions.
  • Reflect on the importance of a strategic approach to the concept of value in 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 for society at large.
  • Use philosophical concepts to analyze ethical dilemmas in relation to marketing-related practices.
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
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 Winter
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 the concepts, theories, methods and models discussed in the course to the case.

Course content, structure and pedagogical approach

This course provides students with an introduction to the key principles, theories, and concepts of marketing, with an emphasis on marketing in terms of a process-oriented business philosophy. Students will become familiar with the key areas of marketing-related decision making and learn what concepts, methods, and tools are available to marketing managers when making marketing decisions in a challenging and competitive business environment. The goal of this course is not only to provide an overview of the fundamental principles of marketing-related activities within firms, but also to demonstrate how understanding the broader global context in which businesses are embedded influences long-term success.


The course is conducted in 14 sessions, with each session consisting of 3 confrontation hours (i.e., 42 confrontation hours in total). In the introduction and in another 9 sessions we will cover the key concepts, theories and methods of marketing. These marketing sessions are all grouped into three overarching themes: Understanding Marketing, Capturing Marketing Insights, and Value Management. Each theme will be followed by a session (3 total) in which students reflect on the previous theme from a philosophical perspective. In these sessions, students will analyze marketing theories in the context of ethics, social justice, and sustainability from an in-depth philosophical perspective. The course will conclude with a final wrap-up session that will allow students to reflect on the course in a holistic manner.

Description of the teaching methods
The course is delivered in blended learning mode which draws on a combination of in-class and online lectures, pre-recorded videos to expand readings, in-class and online exercises and activities.

In-class lectures and exercises are used to familiarize with, discuss, and apply different core principles, theories, and concepts of marketing. Before coming to in-class lectures, students will be introduced with the obligatory readings that needs to be expanded with the self-guided prerecorded videos. In addition, students will be invited to participate in 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 marketing. This allows students to critically reflect on the activities of companies targeting different 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. The course will also provide opportunities for student-to-student feedback during interactive (in-class and online) exercises. Use of office hours is also encouraged for more detailed individual feedback.
Student workload
Lectures 42 hours
Preparation 120 hours
Exam 48 hours
Expected literature

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

Additional academic papers will be provided to students 

Last updated on 27-06-2023