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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 07-08-2024

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 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.
Beskrivelse af undervisningsformer
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 i undervisningen
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.
Studenterarbejdstimer
Lectures 42 timer
Preparation 116 timer
Exam 48 timer
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 07-08-2024