2025/2026 BA-BIBAO4021U Marketing
English Title | |
Marketing |
Course information |
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Language | English |
Course ECTS | 7.5 ECTS |
Type | Mandatory (also offered as elective) |
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 Business, Language and Area
Studies
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Course coordinator | |
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Main academic disciplines | |
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Teaching methods | |
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Last updated on 19-05-2025 |
Relevant links |
Learning objectives | ||||||||||||||||||||||||||
Upon successful completion of the course,
students will be able to demonstrate:
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Prerequisites for registering for the exam (activities during the teaching period) | ||||||||||||||||||||||||||
Number of compulsory
activities which must be approved (see section 13 of the Programme
Regulations): 1
Compulsory home
assignments
1 of 2 group assignments must be approved. There will be no retake option for students who are missing assignments and have not made attempts in any of the assignments. The size of each compulsory group assignments are max.10 pages and should be written in groups of 4-5 students. |
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Examination | ||||||||||||||||||||||||||
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Course content, structure and pedagogical approach | ||||||||||||||||||||||||||
For Western—especially European—companies, establishing a competitive position in Asian markets requires skills to capture cultural insights and develop competitive marketing strategies and plans based on them. This course introduces the basics of marketing management with a special focus on Asian markets.
The course will introduce tools to manage market research and analyze consumer and business markets. It will focus on "values," i.e., understanding customer-perceived values, creating customer values, communicating values, and delivering values by applying various theoretical concepts such as "segmentation, targeting, and positioning," "customer-based brand equity," and "value propositions," among others.
We will discuss factors affecting the company’s options in the marketplace, such as institutional challenges, competitors in the targeted markets, consumer culture, and the company’s internal resources. We will also discuss the need to adjust a marketing plan (product positioning and communication) in a targeted market.
Students are expected to conduct market research in groups for two case-based assignments: one addressing B2B and the other addressing B2C. This will involve designing an empirical study, collecting and analyzing data, and interpreting the results to develop a marketing strategy. |
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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
Research-like activities
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Description of the teaching methods | ||||||||||||||||||||||||||
- The course consists of two modules structured
around two case-based mandatory group assignments.
- The course integrates the Marketing Signature Course Pack as course materials which facilitates students' understanding of theoretical concepts - The two case-based mandatory group assignments are structured in a way that students apply the theoretical concepts to analyze empirical data for solving specific challenges defined in the respective case-based assignments. - A high degree of student involvement is strived for, including students’ own insights drawing on their own experience and background |
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Feedback during the teaching period | ||||||||||||||||||||||||||
Through the two case-based mandatory group
assignments, the course will provide teachers' feedback to each
group assignment both in the classes and in a written format.
Feedback is further offered whenever feasible. Please feel free to take full advantage of the ‘office hours’ offered by full-time staff members, although these can never be a substitute for participation in lectures and classes. We also encourage students to ask questions or make comments in class and form self-study groups to secure peer feedback on their work. |
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Student workload | ||||||||||||||||||||||||||
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Further Information | ||||||||||||||||||||||||||
This Marketing course has focus on the Asian markets.
Please note that this course will be discontinued and run for the last time in Spring 2028. The last exam will be offered in Summer 2029. See the programme regulations for transition notes.
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Expected literature | ||||||||||||||||||||||||||
Literature:
Teaching materials also include hand-outs, slidepacks, articles, cases etc. - all of which will be uploaded on Canvas.
Please note: these reading materials are only tentative and changes may occur. Final literature lists will be uploaded on Canvas before the course begins. |