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2025/2026  BA-BFILO2501U  Marketing

English Title
Marketing

Course information
Language English
Course ECTS 7.5 ECTS
Type Mandatory
Level Bachelor
Duration One Semester
Start time of the course Spring
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for Service and Markets
Course coordinator
  • Selma Kadic-Maglajlic - Department of Marketing (Marketing)
Main academic disciplines
  • Marketing
Teaching methods
  • Blended learning
Last updated on 26-06-2025

Relevant links
Learning objectives
  • 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.
  • Design and evaluate a research plan for collecting and interpreting relevant marketing data.
  • Apply relevant marketing theories and 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.
Examination
Marketing:
Exam ECTS 7,5
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 Oral group exam based on written group product
Number of people in the group 3-4
Size of written product Max. 5 pages
Assignment type Project
Release of assignment The Assignment is released in Digital Exam (DE) at exam start
Duration
Written product to be submitted on specified date and time.
15 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 second internal examiner
Exam period Summer and Summer
Make-up exam/re-exam Oral Exam
Duration: 15 min. per student, including examiners' discussion of grade, and informing plus explaining the grade
Preparation time: No preparation
Examiner(s): If it is an internal examination, there will be a second internal examiner at the re-exam. If it is an external examination, there will be an external examiner.
Description of the exam procedure

The exam will consist of a case describing a business situation and questions. In their answers and discussion, students will need to relate the concepts, theories, methods and models discussed in the course to the case.
Course content, structure and pedagogical approach

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.

 
Research-based teaching
CBS’ programmes and teaching are research-based. The following types of research-based knowledge and research-like activities are included in this course:
Research-based knowledge
  • Classic and basic theory
  • New theory
  • Teacher’s own research
Research-like activities
  • Discussion, critical reflection, modelling
  • Activities that contribute to new or existing research projects
Description of the teaching methods
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 during the teaching period
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
Student workload
Lectures 33 hours
Preparation 125 hours
Exam 48 hours
Further Information

It is allowed to use GenAI in your written project, 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.
Expected literature
  • Kotler, P., Keller, K. L., Brady, M., Goodman, M., & Hansen, T. (2024). Marketing management (5th European ed.). Harlow, England: Pearson Education.
  • Additional academic papers will be provided to students 
Last updated on 26-06-2025