Introduction to Marketing
Study Board of Business Economics
Teaching language: English
EKA: B220028102
Censorship: Second examiner: None
Grading: 7-point grading scale
Offered in: Odense
Offered in: Spring
Level: Master
Course ID: B220028101
ECTS value: 5
Date of Approval: 11-09-2018
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
Marketing B100183X01 (samt identiske udtryk), Marketing B100182X01 (samt identiske udtryk), Introduktion til Marketing B220027X01 (samt identiske udtryk) må ikke tidligere være bestået.
Aim and purpose
Marketing is one of the key business administration courses, thus forming, together with the other key business administration courses, the core of the building of students’ business economic competencies.
The course competence profile explicitly focuses on developing student knowledge of theories and methods which can be applied to structure, describe, analyse and solve marketing-related issues in a company, as well as 2 techniques for analysing data which can be used to conduct market analyses and solve marketing-related issues. The course also develops skills enabling students to formulate and assess theoretical as well as practical marketing issues, formulate and substantiate solutions and communicate these to peers. The developed knowledge and skills are to enable students to handle and carry out activities related to the company’s marketing function.
Content
•Marketing's role in modern businesses
•Market and situation analysis, as well as methods for the analysis of industries and their development
•Gathering of market information from secondary databases/sources
•Buyer behaviour in the B2B market
•Buyer behaviour in the B2C market
•Market orientation, customer value, satisfaction and loyalty
•Segmentation and positioning
•Branding and brand equity
•Product development and strategy
•Marketing channels and distribution strategy
•Pricing strategy
•Promotional and communication strategy
•Digital marketing
•The service process
•Planning and control
Learning goals
It is the aim of the course that the student concerning the course's theories, models, concepts and methods has:
Description of outcome - Knowledge
The student can
•Argue for choice of theories and models which can help to clarify and analyse the issue.
Description of outcome - Skills
The student can:
•Conduct an analysis of the company's market opportunities/market threats to identify and outline a specific practical marketing-related issue.
•Identify what information is necessary for the analysis of the issue by applying the selected theories.
•Gather required information (to the extent possible).
•Analyse the issue by using the selected theories and the information, as well as any necessary, explicit assumptions.
Description of outcome - Competences
The student can:
•Present analysis and results in a report, which is well-structured, documented and follow academic standards.
•Argue for and present proposals for an action plan, including implementation and control.
•Make budgetary considerations for the proposed action plan.
Literature
Hollensen, S. (latest edition). Marketing management: A relationship approach. Pearson Education.
Selected articles which will be announced at the start of the semester.
Teaching Method
The aim and purpose of this course is achieved through lectures, student studies of video material as a supplement to the textbook/articles, as well as project work. The purpose of the lectures is to provide an overview of the course and the requirements for student performance and learning objectives. Textbook, videos and supervision aim to create an understanding of the course's central issues, theories and models. In the project work, the student must, based on a selected company or market-oriented organisation, identify, outline, analyse and solve a specific marketing-related issue using the course's theories and methods. Thus, the project work is pivotal to achieving the course's learning objectives.
The project work is supported via supervision. Requirements for the content of the final project report will be announced on the course's page on Blackboard. The project report is to be written individually and handed in at the end of the semester.
The language of instruction and supervision is English. The examination language is always English.
Workload
Scheduled classes:
10 lectures of 2 hours during the spring term.
2 lectures of 2 hours from SDUB, inclusive exercise sessions.
Individual supervision.
_________
The educational activities translate into an estimated indicative allocation of workload for an average student in the following way:
Lectures: 24 hours
Preparation: 51 hours
Project report work: 60 hours
Total: 135 hours
Examination regulations
Exam
Name
Exam
Timing
Exam: June.
Reexam: August.
Examination form may be altered for the reexamination, eg. rrom written to oral examination.
For students taking the course as a supplementary course after admission to the master's programme the following applies:
The student must sit for and pass the exam of this course no later than 6 months after commencing their studies.
There are two available examination attempts: An ordinary examination in June and a re-exam in august.
There are two available examination attempts: An ordinary examination in June and a re-exam in august.
Tests
Exam
Name
Exam
Form of examination
Take-home assignment
Censorship
Second examiner: None
Grading
7-point grading scale
Identification
Student Identification Card - Date of birth
Language
English
Duration
No specific indication of time.
Length
A maximum of 10 pages.
Examination aids
All exam aids allowed.
Assignment handover
-
Assignment handin
In SDU Assignment in the course page in Blackboard.
ECTS value
5
Additional information
Place: Home assignment.
Internet access: Necessary.
An individual assignment of max. 10 pages. The assignment must be based on a problem chosen by the student her/himself.
Prior to the examination a number of questions will be handed out and the problem statement should cover these questions.
The preface and the problem statement are to be approved by the teacher.
Supplemental information on reexam in the same exam term:
Reexamination, if any, can be based on the same problem statement, it is, however, also possible to define a new problem. Grading according to the Danish 7-point grading scale.
EKA
B220028102
External comment
NOTE - This course is identical with the former course 83113X01/ Odense: 83113301 Sønderborg: 83113501 Supplementary course, Marketing.
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.