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2023/2024  BA-BHAAI1015U  Introduction to Marketing

English Title
Introduction to Marketing

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Bachelor
Duration Summer
Start time of the course Summer
Timetable Course schedule will be posted at calendar.cbs.dk
Min. participants 30
Max. participants 100
Study board
Study Board for BSc in Economics and Business Administration
Course coordinator
  • Johannes Hattula - Department of Marketing (Marketing)
For academic questions related to the course, please contact course responsible Johannes Hattula (jha.marktg@cbs.dk).
Main academic disciplines
  • Marketing
Teaching methods
  • Blended learning
Last updated on 22-11-2023

Relevant links

Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors.

On successful completion of this course, students should be able to:
  • Describe the role of the marketer and the marketer's contribution to the direction of the organisation and society at large.
  • Appreciate that the key to successful marketing starts with an effective analysis of the market environment and to use the necessary tools and concepts to undertake such an analysis.
  • Develop coherent marketing strategies that provide relevant differentiation and that result in sustainable competitive advantage and in more value for both the customer and the company.
  • Identify marketing problems in business situations using marketing research.
  • Develop an understanding how new advances in the market environment can provide benefits for marketing (e.g., practical application of artificial intelligence).
  • Critically evaluate the marketing perspective in business.
Course prerequisites
Introduction to Marketing:
Exam ECTS 7,5
Examination form Written sit-in exam on CBS' computers
Individual or group exam Individual exam
Assignment type Written assignment
Duration 4 hours
Grading scale 7-point grading scale
Examiner(s) One internal examiner
Exam period Summer, Course and exam timetable is/will be available on https:/​/​www.cbs.dk/​uddannelse/​international-summer-university-programme-isup/​courses-and-exams
Aids Closed book: no aids
However, at all written sit-in exams the student has access to the basic IT application package (Microsoft Office (minus Excel), digital pen and paper, 7-zip file manager, Adobe Acrobat, Texlive, VLC player, Windows Media Player), and the student is allowed to bring simple writing and drawing utensils (non-digital). PLEASE NOTE: Students are not allowed to communicate with others during the exam.
Make-up exam/re-exam
Same examination form as the ordinary exam
The number of registered candidates for the make-up examination/re-take examination may warrant that it most appropriately be held as an oral examination. The programme office will inform the students if the make-up examination/re-take examination instead is held as an oral examination including a second examiner or external examiner.
Retake exam: 4 hour written sit-in exam, new exam question.
Description of the exam procedure

Assessment for the course will involve a final exam (100% of your grade based on this)

Course content, structure and pedagogical approach

This course provides an introduction to the marketing function of the organisation. Identifying and meeting the needs of clients and customer groups is critical to achieving organisational goals. This course provides an overview of the theories and principles of marketing, which are supported by marketing science. The focus is on how organisations identify the needs of their target markets, understand the buying behaviour of their target markets, and develop a marketing mix to satisfy the needs and wants of these markets. While the course has a theoretical base that is underpinned by a marketing science approach, practical application of the concepts of marketing is an essential element.


The module will cover topics such as:
  • Marketing Environment, Marketing Goals, and Marketing Strategy
  • Market Segmentation, Targeting, and Positioning
  • Marketing Research
  • Innovation and Product Management
  • Brand Management
  • Pricing
  • Communication Management
  • Sales Management
  • Marketing in the Age of Artificial Intelligence
Description of the teaching methods
The course is designed to be highly interactive and build upon principles of active learning. Students are expected to comment on readings, lead discussions, and are invited to do group exercises throughout the course.
Feedback during the teaching period
Feedback will be provided from the teacher and through group exercises.
Student workload
Preliminary assignment 20 hours
Classroom attendance 38 hours
Preparation 121 hours
Feedback activity 7 hours
Examination 20 hours
Further Information

6-week course.


Preliminary Assignment: The Nordic Nine pre-course is foundational for the summer university and identical for all bachelor courses. Students will receive an invitation with all details by the end of May. The assignment has two parts. 1.) online lectures and tutorials that student can access at their own time and 2.) one synchronous workshop which will be offered both online and in-person at several dates and times before the official start of the summer university courses. Sign-up is first come first serve. All students are expected to complete this assignment before classes begin.


Expected literature



Kotler, Armstrong, and Balasubramanian (2024). Principles of Marketing, 19th Edition.

Homburg, Kuester, and Krohmer (2012). Marketing Management – A Contemporary Perspective, 2nd Edition.


Additional relevant readings:


Additional readings will be provided on Canvas


Last updated on 22-11-2023