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2024/2025  BA-BFILO3006U  Markedsføring

English Title
Marketing

Kursusinformation
Sprog Dansk
Kursets ECTS 7,5 ECTS
Type Obligatorisk
Niveau Bachelor
Varighed Et semester
Starttidspunkt Forår
Tidspunkt Skemaet bliver offentliggjort på calendar.cbs.dk
Studienævn
Studienævnet for HA/cand.merc. i erhvervsøkonomi og filosofi, BSc
Kursusansvarlig
  • Selma Kadic-Maglajlic - Institut for Afsætningsøkonomi (AØ)
Primære fagområder
  • Markedsføring/Marketing
Undervisningsformer
  • Blended learning
Sidst opdateret den 16-12-2024

Relevante links
Læringsmål
  • 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.
Prøve/delprøver
Marketing:
Prøvens ECTS 7,5
Prøveform Skriftligt produkt udarbejdet hjemme
Individuel eller gruppeprøve Individuel prøve
Omfang af skriftligt produkt Max. 10 sider
Opgavetype Casebesvarelse
Udlevering af opgave Eksamensopgaven udleveres via Digital eksamen (DE), når prøven starter
Varighed 48 timer til udarbejdelse
Bedømmelsesform 7-trins-skala
Bedømmer(e) En eksaminator
Eksamensperiode Sommer
Syge-/omprøve
Samme prøveform som ved ordinær prøve
Beskrivelse af eksamensforløbet

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.
Kursets indhold, forløb og pædagogik

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 structured around three core themes: Understanding Marketing, Capturing Marketing Insights, and Value Management. Each theme is explored through dynamic sessions featuring interactive lectures, prerecorded content, and reflective discussions. In the reflection sessions, students critically engage with the preceding theme, analyzing marketing theories through the lenses of ethics, social justice, and sustainability, fostering a philosophical understanding of these issues. The course culminates in a wrap-up session, providing students with an opportunity to synthesize their learning and reflect on the course's themes in an integrated and holistic manner.
Beskrivelse af undervisningsformer
The course is conducted in English in a blended learning format, combining in-class lectures, prerecorded lectures, and online activities. The in-class lectures are designed to introduce, discuss, and apply core principles, theories, and concepts of marketing. Prior to attending these lectures, students are expected to complete the required readings to ensure they are well-prepared for discussions. Students will also engage in online activities, such as quizzes, and collaborative group tasks, to gain deeper insights into various course topics.

The course adopts a problem-oriented approach, utilizing real-world case studies to illustrate diverse marketing strategies. This approach encourages students to critically evaluate company activities in different markets and develop their skills in analyzing real business scenarios
Feedback i undervisningen
The students will receive feedback on their activities (e.g., quizzes, short essays, in-class discussions). The course will also provide opportunities for student-to-student feedback during interactive lectures. Use of office hours is also encouraged for more detailed individual feedback.
Studenterarbejdstimer
Lectures 33 timer
Preparation 125 timer
Exam 48 timer
Yderligere oplysninger

It is allowed to use GenAI on your exam, but you must declare your use in an open and transparent way so assessors at all times can distinguish between your own intellectual and autonomous contributions and those that originate in interactions with a GenAI platform. If you use GenAI for ideation or generation of content, you must mention this in the introduction (or methodology section if appropriate) of your paper. Whenever you draw on GenAI output in the body text of your paper, you need to declare through citation, but also add both the prompt and the full response as an appendix.
Foreløbig litteratur

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 
Sidst opdateret den 16-12-2024