Marketing

Course ID

B300003401

Course Title

Marketing

Teaching language

English

ECTS value

Responsible study board

Study Board of Political Science, Journalism, Sociology, and European Studies

Date of Approval

13-03-2018

Course Responsible

Name	Email	Department
Susanne Gretzinger	sug@sam.sdu.dk

Offered in

Soenderborg

Level

Bachelor

Offered in

Autumn

Duration

1 semester

Mandatory prerequisites

None.

Aim and purpose

The purpose of Basic Marketing is:

To introduce the students to the basic and most fundamental concepts and theories of marketing;
To develop the methodological skills of the students to search for and to use relevant available information in order to
solve basic marketing problems.

The students will:

Develop a basic understanding of the role of marketing in a company or organization;
Develop an understanding of the most important prerequisites for marketing decision-making originating from the
company or organization itself, the micro and macro environment;
Develop the basic skills to search for and to use relevant available information in order to improve marketing
decision-making.

The purpose of Consumer Behaviour is:

To introduce the students to the basic and most fundamental concepts and theories of consumer behaviour;
To develop the methodological skills of the students to analyze consumer behaviour and to use knowledge of
consumer behaviour to outline consumer marketing strategies.

The students will:

Develop a basic understanding of the way consumers think, feel, and behave;
Develop a basic understanding of consumer response to marketing actions;
Develop the basic skills for analyzing consumer behaviour and to solve consumer marketing problems.

Content

Basic marketing:

The role of marketing in the modern firm; Identifying the marketing environment; Analyzing customer behaviour; Analyzing

competition; Making marketing decisions; Managing products and brands; Pricing strategy; Distribution strategy; Managing

the promotional mix.

Consumer Behaviour:

Consumer motives and values; Consumer response to marketing actions; Consumer demographics and psychographics;

Social and group aspects of consumer behaviour; New product buying; Repeat, loyal and relational buying; Data-based

consumer behaviour; Consumer misbehaviour.

Learning goals

The students will acquire skills suitable for using theories and models as highlighted during the course to identify and analyze

basic marketing problems in a company or organization, and to outline basic plans of action based on customer and

competitor reactions to marketer-controlled stimuli. The students will especially be able to define, deliminate, analyze and

solve a consumer marketing problem by means of the tools that have be introduced during the consumer behaviour course.

Literature

David Jobber and John Fahy: Foundations of Marketing. Latest ed. McGraw-Hill Education (UK).

Babin / Harris: CB (Consumer Behavior). Latest ed. South Western Cengage Learning (US).

Teaching Method

Lectures, class discussions, excercises and cases. Students are expected to write a report.

Workload

4 hours per week. 60 class hours per semester.

A total workload of 270 hrs.:

Lectures 60 hrs.

Preparation 100 hrs.

Presentation in class and group work/exercises 60

Exam including preparation 50

Examination regulations

Exam

Name

Exam

Timing

Ordinary examination in January. Reexamination 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.

CHARLOTTE:

HUSK AT TILFØJE PASSUS OM TILMELDING TIL FORSØG, NÅR FORMULERINGEN ER PÅ PLADS

Tests

Exam

Name

Exam

Form of examination

Written examination on premises

Censorship

Second examiner: None

Grading

7-point grading scale

Identification

Student Identification Card - Exam number

Language

English

Duration

4 hrs.

Examination aids

Open-book examination with student's own pc. Students are not allowed to communicate.

Assignment handin

Electronic hand in via SDU-Assignment in Blackboard.

ECTS value

Additional information

None.

EKA

B300003402

External comment

NOTE - This course is identical with the former course Marketing, Id 9073901.

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	BSc European Studies (as of 2014) - for Business Track	BSc European Studies \| Bachelor of Science (BSc) in European Studies \| Soenderborg	5
Fall 2018	Mandatory	BSc European Studies (as of 2014) - for Culture and Politics Track	BSc European Studies \| Bachelor of Science (BSc) in European Studies \| Soenderborg	5
Fall 2018	Exchange students

Teachers

Name	Email	Department	City
Kirsten Andersen	kia@sam.sdu.dk		Soenderborg

URL for Skemaplan

Sønderborg

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