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2023/2024  MA-MMBAO3023U  Marketing

English Title
Marketing

Course information
Language English
Course ECTS 4 ECTS
Type Mandatory
Level Part Time Master
Duration One Semester
Start time of the course Spring, Autumn
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for Master of Business Administration
Course coordinator
  • Jesper Rangvid - Department of Finance (FI)
Main academic disciplines
  • Marketing
Teaching methods
  • Face-to-face teaching
Last updated on 30-06-2023

Relevant links
Learning objectives
At the end of the course, the participant should be able to:
  • describe and classify any of the theories, frameworks and models taught during the course or describe in the syllabus
  • identify and explain differences between the strategic, tactical and operational level when theories, frameworks and models are applied
  • compare and combine these theories
  • use them for analysis of concrete marketing challenges, including designing, collecting and reporting of empirical data
  • relate the analysis to the overall strategy of the organization, i.e. be able to argue why a set of marketing decision are relevant to the specific situation
Examination
Marketing:
Exam ECTS 4
Examination form Oral exam based on written product

In order to participate in the oral exam, the written product must be handed in before the oral exam; by the set deadline. The grade is based on an overall assessment of the written product and the individual oral performance, see also the rules about examination forms in the programme regulations.
Individual or group exam Individual oral exam based on written group product
Number of people in the group 4-5
Size of written product Max. 40 pages
Assignment type Project
Release of assignment Subject chosen by students themselves, see guidelines if any
Duration
Written product to be submitted on specified date and time.
20 min. per student, including examiners' discussion of grade, and informing plus explaining the grade
Grading scale 7-point grading scale
Examiner(s) Internal examiner and external examiner
Exam period Summer and Winter
Make-up exam/re-exam Home assignment - written product
Size of written product: Max. 15 pages
Assignment type: Project
Release of assignment: Subject chosen by students themselves, see guidelines if any
Duration: Written product to be submitted on specified date and time.
Description of the exam procedure

The examination is a written project report based on the theoretical input throughout the course and on the desk and field research in connection with the module in Chicago, USA.

 

The participants will, in designated groups of 4-5 select a product or service (e.g. from one of your own companies) created outside of USA that is currently not for sale in the USA and assess the feasibility of launching the product or service in Chicago area. 

 

You will need to develop a marketing plan, incl.

(1) An analysis of the market and customer segments

(2) Development of a positioning strategy,

(3) A distribution strategy,

(4) An integrated marketing communications strategy,

(5) Provide a financial evaluation of the strategic alternatives, and

(6) An implementation plan.

 

The written group report will be presented at an individual oral exam.

 

Additional information on study tour and marketing assignment are to be found in separate documents
Course content, structure and pedagogical approach

Marketing is one of the most talked about, loved, hated, respected, and misunderstood courses on any MBA program. Many participants come to an MBA program with the misconception that Marketing is more of a gut-feeling, seat-of-the-pants discipline than are, say Finance, Production and Operations Management, or Accounting. As you will see from this course, strong marketing requires rigorous analysis as well as sound judgement. Don’t be caught off-guard by the amount of detailed work required to make informed marketing decisions.

In the short space of seven classes we will work through a number of cases and exercises. These cases are infamous for their length and complexity, and your instructors are loathed for their insistence on thorough analysis! The preparation materials for most classes include a case study and readings that provide tools to address decisions in the case.

 

In this course we consider the functions and responsibilities of general managers in formulating, co-operating with, and implementing, corporate marketing strategies in a global environment. You will find yourself in a managerial role, often that of CEO or Marketing Director, having to determine the overall direction the organisation will take with regard to its relationships with its national and international markets. We also examine the role of other functions directly and indirectly related to marketing.

 

 
Description of the teaching methods
In the short space of eight classes, we will work through a number of cases and exercises. The preparation material for most classes include a case study and readings that provide tools to address decisions in the case.

The course will use diverse teaching methods using lectures, cases, readings, discussions and a module abroad. The class sessions are interactive and require ongoing engagement of the students.
Feedback during the teaching period
The feedback
Feedback is given to the student together with the grade when written and oral exams have been evaluated.

The evaluation
At the evaluation unit at CBS’s Economic & Analysis department we ask you to evaluate the overall course. In other words if there has been exercise classes and lectures the evaluation should include both. We evaluate every course and faculty to secure and strengthen the professional level of the offered course.
Student workload
Lectures 32 hours
Preparation + Exam 78 hours
Module abroad 40 hours
Last updated on 30-06-2023