| Learning objectives |
- • Analyze a company’s situation and challenges, internal as
well as external, in relation to its current and future marketing
efforts in international markets – using relevant tools and
frameworks for such analyses.
- • Identify relevant overall marketing options for the company
while considering positioning implications for the company and
sustainability imperatives.
- • Propose viable marketing strategies solidly aligned with
international and intercultural imperatives identified through
analyses of relevant factors.
- • Understand the increasing importance of sustainability and
various other driving forces in the marketplace, such as,
intercultural differences, digital marketing, AI and big data, and
how these drivers impact on company options.
|
| Examination |
|
Marketing
Essentials in a Perspective of Future
Sustainability:
|
| 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 |
Written assignment |
| Release of assignment |
The Assignment is released in Digital Exam (DE)
at exam start |
| Duration |
7 days to prepare |
| Grading scale |
7-point grading scale |
| Examiner(s) |
One internal examiner |
| Exam period |
Winter and Summer |
| Make-up exam/re-exam |
Same examination form as the ordinary exam
Same as for the ordinary
exam
|
|
| Course content, structure and pedagogical
approach |
|
Overall, the course objective is to introduce students to the
basics of Marketing as well as the wider context for a company’s
marketing efforts. The course will introduce students to a
combination of
1) the essentials of Marketing
2) the wider business context in which Marketing Management must
navigate with a focus on sustainability.
The course will focus on B2C markets and the factors influencing
these markets, i.e. the driving forces affecting the company’s
options in the marketplace: such as shifting consumer preferences
and the need for continuous innovation, corporate social
responsibility (CSR), environmental social and corporate governance
(ESG), circular economy, the opportunities and limitations of
digital marketing and generative artificial intelligence (GAI).
The course combines hands-on approaches to real marketing cases
based on marketing models and tools from academic marketing
textbooks, business journals, and marketing experts. GAI is part of
teaching and can be used integrally in the course.
Highlights
The course will introduce students to:
- tools for understanding and analyzing internal and external
factors influencing the company’s choice of marketing approach
- the relevance and difficulties of designing best fit between
the company’s overall strategies and choice of marketing
strategies, i.e., the strategic role of marketing for the
company
- trends in off-line and digital marketing, generative artificial
intelligence and the opportunities and challenges for the
company’s marketing efforts
- Basic understanding of sustainability in a marketing context
including circular economy tools for aligning the company’s
marketing efforts with intercultural characteristics of target
markets
|
|
| Description of the teaching methods |
The course consists of a combination of lectures,
case study work, student presentations, discussions and interactive
exercises. Specific sessions are dedicated to working on previous
marketing exam cases together in class.
Through the interactive course elements, students develop the
skills to engage in discussions on developing and analyzing
marketing strategies and concepts. |
| Feedback during the teaching period |
The course contains several interactive teaching
elements, in particular specific sessions dedicated to working on
previous marketing exam cases together in class. In these sessions
(but also as part of the other lectures), students are encouraged
to engage in discussions (in small groups as well as plenary) and
short ad-hoc presentations of group work results. All students are
encouraged to provide each other with feedback. Moreover, the
lecturer provides feedback to students actively participating in
class discussions and activities.
The aim of the feedback element is two-fold: receiving feedback
will help sharpening the students’ skills in terms of marketing
contents and methodology, and presentation/discussion skills;
encouraging students to provide ad-hoc feedback will strengthen the
students' ability to critically reflect and suggest alternative
approaches.
In a mid-term evaluation, the students will provide feedback to the
course content and teaching, in order to initiate potential
adjustments to the curriculum and teaching methods. |
| Student workload |
| Lectures |
30 hours |
| Workshops |
8 hours |
| Preparation |
127 hours |
| Exam |
40 hours |
|
| Expected literature |
|
Textbook:
- Hooley, Piercy, Nicoulaud, Rudd (2017): Marketing Strategy
& Competitive Positioning, 7th or 6th Edition,
Pearson
In addition students are expected to download cases, articles and
slidepacks for individual sessions - uploaded to
Canvas.
|
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