Advanced Business Administration 2: Marketing 2
Study Board of Business Economics
Teaching language: English
EKA: B100073402
Censorship: Second examiner: None
Grading: 7-point grading scale
Offered in: Soenderborg
Offered in: Autumn
Level: Bachelor
Course ID: B100073401
ECTS value: 10
Date of Approval: 02-03-2018
Duration: 1 semester
Course ID
Course Title
Teaching language
ECTS value
Responsible study board
Date of Approval
Course Responsible
Offered in
Level
Offered in
Duration
Mandatory prerequisites
Recommended prerequisites
Aim and purpose
The purpose of the course is that students gain knowledge about the main concepts of marketing management in a relationship perspective and gain skills in application of an analytic framework for the development, implementation and control of marketing programmes.
The aim is that the student can, with a starting point in the customers’ needs and wants, analyze, select and evaluate the appropriate conceptional frameworks for firms approaching target markets. Having followed this course, the student should be better equipped to understand how the relationship and the traditional marketing approach (in combination) affect the development of effective and efficient marketing plans.
Content
The course focuses on the process that integrates customers, suppliers and other partners into the development of the company's design and execution of the marketing plan. It is structured according to the following five main management decisions connected with the marketing management process:
- Assessing the competitiveness of the firm (internal): - Identification of the firm's core competences - Development of the firm’s competitive advantage
- Assessing the marketing situation (external): - Customer behavior - Competitor analysis and intelligence - Analyzing relationships in the value chain
- Developing marketing strategies: - SWOT analysis, strategic marketing planning and portfolio analysis - Segmentation, targeting, positioning and competitive strategies - CSR strategy and the sustainable global value chain
- Developing marketing programmes - Establishing, developing and managing buyer-seller relationships - Product and service decisions - Pricing decisions - Distribution decisions - Communication decisions
- Organizing, implementing and controlling the marketing effort: - Organizing and implementing the marketing plan - Budgeting and controlling.
Learning goals
Having followed this course, the student should be able to analyze how a firm can achieve competitiveness through the design and implementation of marketing programmes in a relationship perspective.
Consequently, the student should be able to analyze, select and evaluate the appropriate conceptional frameworks for a company approaching a customer market.
Literature
For example:
Svend Hollensen: Marketing Management - A Relationship Approach, Financial Times / Prentice Hall, 2nd edition, 2010 (ISBN 978-0-273-70683-0). Articles and further case studies are available on Blackboard.
Teaching Method
Workload
Examination regulations
Exam
Name
Exam
Timing
The form of examination, cf. below, is based on the discussion session taking place according to an agreed schedule towards the end of the semester. The grade obtained is part of the ordinary exam activities in January, and a re-examination offered in February.
Registration for the course is automatically a registration for the ordinary examination of the course. Cancellation is not possible. If the student does not participate in the examination, the student will use an examination attempt.
The university may grant an exemption from the rules in case of exceptional circumstances.
Please note that the type and form of the re-examination may differ from that of the ordinary examination.
Please also note:
The course will be taught for the last time in the autumn 2018, the last examination will take place in the autumn 2019.
Tests
Exam
Name
Exam
Form of examination
Project report with oral defence
Censorship
Second examiner: None
Grading
7-point grading scale
Identification
Student Identification Card - Date of birth
Language
English
Duration
See specification under Additional information.
Length
Extent of the written report: 1 student: 10-15 pages, 2 to 3 students: max. 25 pages
Assignment handin
Electronic hand in via SDU-Assignment in Blackboard.
ECTS value
10
Additional information
Discussion of and oral presentation (approx. 30 min.) based on written report (1 student: 10-15 pages, 2 to 3 students: max. 25 pages). Electronic hand in via SDU-Assignment in Blackboard.
EKA
B100073402
External comment
NOTE - This course is identical with the former course Advanced Business Administration 2: Marketing 2, Id 9073301.
Used examination attempts in the former identical course will be transferred.
Courses that are identical with former courses that are passed according to applied rules cannot be retaken.
The student is automatically registered for the first examination attempt when the student is registered for a course or course element with which one or more examinations are associated. Withdrawal of registration is not possible, and students who fail to participate in an examination have used one examination attempt, unless the University has made an exemption due to special circumstances.
If a student does not meet the established university prerequisites for taking the exam, he or she has used one examination attempt, unless the University has made an exemption due to special circumstances.
NOTE
The number of students enrolled may be restricted by the Study Board. If the enrolment limit is exceeded preference is granted to full degree students following a compulsory course on a SDU programme. Within the limit, full degree students having selected the course as an elective, guest and exchange students are offered enrolment on a first come first served basis.
Exchange students, if any: Internal grading. Assessment as for ordinary students.
Courses offered
| Offer period | Offer type | Profile | Education | Semester |
|---|---|---|---|---|
| Fall 2018 | Mandatory | International Economics and Business Relationships / Marketing - Sønderborg (Admission (2015) 2016) | Bachelor of Science (BSc) in Economics and Business Administration | Esbjerg, Soenderborg, Slagelse, Odense, Kolding | 5 | Fall 2018 | Exchange students |