English   Danish

2025/2026  BA-BIBAO4021U  Marketing

English Title
Marketing

Course information
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
Course coordinator
  • Fumiko Kano Glückstad - Department of Management, Society and Communication (MSC)
Main academic disciplines
  • Customer behaviour
  • Marketing
Teaching methods
  • Blended learning
Last updated on 19-05-2025

Relevant links
Learning objectives
Upon successful completion of the course, students will be able to demonstrate:
  • Knowledge and understanding of theories, concepts, models, and analytical methods related to marketing management.
  • Skills in managing market research (empirical studies) and conducting analyses of consumer and business markets.
  • Competence in formulating a research question and answering it based on an empirical study.
  • Competence in critically selecting appropriate theories, concepts, or models and integrating them into an empirical study.
  • Competence in interpreting the results of an empirical study and developing marketing strategies and plans suitable for a targeted market
  • Competence in discussing important and relevant issues in contemporary marketing in Asia, such as the role of technology, digitalization, sustainability, CSR, and ethics.
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.
Examination
Marketing:
Exam ECTS 7,5
Examination form Home assignment - written product
Individual or group exam Individual exam
Size of written product Max. 10 pages
Assignment type Essay
Release of assignment An assigned subject is released in class
Duration Written product to be submitted on specified date and time.
Grading scale 7-point grading scale
Examiner(s) Internal examiner and external examiner
Exam period Summer
Make-up exam/re-exam
Same examination form as the ordinary exam
The re-exam should be built up on the elements used in the two compulsory group assignments.

The exam must be handed in through Digital Exam.
Description of the exam procedure

The exam should be built up on the elements used in the two compulsory group assignments. 

 

The use of generative AI should be limited to proofreading of written products and information searching if information source is properly referenced.


The exam must be handed in through Digital Exam.
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.
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
  • Methodology
  • Models
Research-like activities
  • Development of research questions
  • Data collection
  • Analysis
  • Discussion, critical reflection, modelling
  • Peer review including Peer-to-peer
  • Students conduct independent research-like activities under supervision
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
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.
Student workload
Lectures 20 hours
Exercise classes 18 hours
Preparation for classes 56 hours
Exam and exam preparation 34 hours
Group assignments 60 hours
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.

 

 
Expected literature

Literature:
Marketing management: An Asian perspective; Philip Kotler, Harlow, England ; Pearson ; 2018

 

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. 

Last updated on 19-05-2025