2024/2025 BA-BHAAI1015U Introduction to Marketing
English Title | |
Introduction to Marketing |
Course information |
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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
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Course coordinator | |
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For academic questions related to the course, please contact course responsible Johannes Hattula (jha.marktg@cbs.dk). | |
Main academic disciplines | |
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Teaching methods | |
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Last updated on 07/11/2024 |
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:
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Course prerequisites | ||||||||||||||||||||||||
N/A | ||||||||||||||||||||||||
Examination | ||||||||||||||||||||||||
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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:
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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 | ||||||||||||||||||||||||
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Further Information | ||||||||||||||||||||||||
6-week course.
Preliminary Assignment: The course coordinator uploads Preliminary Assignment on Canvas at the end of May. It is expected that students participate as it will be included in the final exam, but the assignment is without independent assessment and grading. |
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Expected literature | ||||||||||||||||||||||||
Readings:
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
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