Marketing (Marketing) / Marketing (Marketing)

The Academic Board of Business Administration
Teaching activity id: 83102501.
Teaching language: English.ECTS / weighting: 10 ECTS / 0.167 full-time equivalent.
Examination language: English.
Exam activity id: 83102532, 83102522, 83102512, 83102502.Approved: 29-09-17.
Period: Spring 2018.
Grading: External examiner.
Assessment: 7-point scale.
Offered in: Sønderborg.
Subject director:
Kristin Balslev Munksgaard, Department of Entrepreneurship and Relationship Management.

Prerequisites:
The course builds on those marketing-related and method and study competences students have developed during the first semester, particularly in the fields of organisational theory, entrepreneurship and microeconomics.

Purpose:
Marketing is one of the key business administration courses, thus forming, together with the other key business administration courses, the core of the bachelor degree programme in Economics and Business Administration.

In relation to the programme’s competence profile, the course has an explicit focus 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 techniques for gathering qualitative and quantitative 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.

Furthermore, the course forms the basis for the local version of the course Advanced Quantitative Analysis and for the writing of a bachelor project in marketing.

Content - Key areas:
  • 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
  • Gathering of primary data through qualitative and quantitative methods
  • 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

Goals description (SOLO taxonomy):
The course aims to develop knowledge and skills, enabling the student to use the course's theories, models, concepts and methods to:

  • Conduct an analysis of the company's market opportunities/market threats to identify and outline a specific practical marketing-related issue.
  • Argue for choice of theories and models which can help to clarify and analyse the issue.
  • Account for specific marketing concepts and models (MCQ exam).
  • Account for marketing concepts and models (MCQ exam).
  • Identify what information is necessary for the analysis of the issue by applying the selected theories.
  • Argue for choices of how to collect this information based on academic methods.
  • 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.
  • Argue for and present proposals for an action plan, including implementation and control.
  • Make budgetary considerations for the proposed action plan.
  • Present analysis and results in a report, which is well-structured, documented and follow academic standards.

Literature:
Hollensen, S. (latest edition). Marketing management: A relationship approach 3rd Ed: Pearson Education.

Saunders, Lewis & Thornhill (latest edition), Research methods for business students. Prentice Hall

Featured articles which will be announced at the beginning of the semester


Time of classes:
Spring

Scheduled classes:
13 lectures of 2 hours during the course of the semester.
2 lectures of 2 hours by SDUB, including exercises
20 hours of workshops/seminars in smaller groups, including supervision of writing groups of 4-5 students.

Form of instruction:
The 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 in groups. 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 their project work, the students 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 report work is supported by supervision in workshops in smaller groups and supervision in the project writing groups. In connection with the group supervision, it is possible to get feedback on material forwarded in advance corresponding to a couple of pages for each supervision session.

The student must hand in the project work on the course's page on Blackboard. Requirements for the content of the final project report will be announced on the course's page on Blackboard. The project report must be written in groups of 4-5 students and handed in at the end of the semester.

The language of instruction and supervision is English. The examination language is always English.

The educational activities translate into an estimated indicative allocation of workload for an average student in the following way:
Lectures: 30 hours
Preparation: 60 hours
Project report work: 120 hours
Participation and preparation for workshops: 40 hours
Group supervision, including preparation and follow-up: 8 hours
Examination, including preparation: 12 hours
Total: 270 hours

Time of examination:
Ordinary exam in June.
Re-examination in August (applies to both examination forms A and B – see below).

The student is automatically registered for the ordinary exam when he/she registers for the course. Withdrawal of registration is not possible, and one examination attempt has been used if the student does not participate in the exam.
The university may grant an exemption from the rules in case of exceptional circumstances.

Examination conditions:
None

Form of examination for the certificate:
Multiple choice test (individual) and project report (group assignment)

Supplemental information for the form of examination:
The exam consists of two parts. The mark is a weighted average, were the individual multiple choice test counts for 30% and the group project work counts for 70%.

A. Multiple choice test (weight 30%), internal marking.
The multiple choice test will be held as 3 individual assignments of each 23 min. These assignments will be held continually throughout the semester.
To pass, the student must have achieved an average of at least 02 without rounding up
Mark is given for each of the three assignments. Total mark for multiple choise test is calculated as a weighted average mark of the 3 assignments. Each test counts for 10%.
The partial mark -3 may not be included. The mark 00 cannot be improved through reexamination, if the calculated mark of the entire course is 02 or above.

The multiple choice test is used to test student knowledge of the course's theories, models and concepts and to test to what degree the student has achieved the learning objectives.
Place: The multiple choice test takes place at SDU.
Examination aids: No aids allowed.

B. Project report (weight 70%) external marking.
To pass the Project report, the student must achieve a mark of at least 02.
The project report follows up on all elements of the course. Marking is done based on an evaluation of the student’s achievement of the learning objectives.

The project report takes its point of departure in a marketing-related problem formulation and must also answer a number of provided questions. The project work takes place simultaneously with the teaching.

The project report is to be drawn up in groups of 4-5 students. The report must be individualised – meaning that the table of contents must specify which students are responsible for which sections.
Submission of project report: In SDU Assignment on Blackboard.
Length: No more than 20 standard pages (not including cover page, table of contents, bibliography and appendices).
Examination aids: All aids allowed.

The grade is calculated by weighting together the grade awarded for the project report (70 %) and for the multiple choice test (30 %). The grade for the project report is given based on an assessment of the student's achievement of the learning objectives.

For further information about report requirements, reference is made to the formal requirements for the design of major written assignments at the Study Board for Business Administration.

Regarding the re-exam:
Multiple choice test:
The re-exam of the 3 multiple choice assignments will be carried out sequentially with short breaks in between. It is possible to participate in a single assignment that has not been passed at the ordinary examination. However it is not possible to improve a single assignment if the Muticiple test is passed with a grade of 02 or above.

Project Report
The project report re-examn is an individual written report, which must answer a number of submitted questions (maximum 10 standard pages, excluding cover page, table of contents, bibliography and attachments). Date for submission will appear in the exam plan.

The submitted project report cannot be transferred to a new exam period.


Campus Odense: 83102301 (teaching) and 83102302 (report), 83102312 (multiple choice 1), 83102322 (multiple choice 2), 83102332 (multiple choice 3)

Campus Sønderborg: 83102501 (teaching) and 83102502 (report), 83102512 (multiple choice 1), 83102522 (multiple choice 2), 83102532 (multiple choice 3)

Programmes:
Credit transfer programme for AP graduates in Marketing Management
2nd semester, Not chosen, mandatory. Offered in: Odense
Credit transfer programme for AP graduates in Financial Management
2nd semester, Not chosen, mandatory. Offered in: Odense
Credit transfer programme for AP graduates in Service, Hospitality and Tourism Management
2nd semester, Not chosen, mandatory. Offered in: Odense
Credit transfer programme for AP graduates in Commerce Management
2nd semester, Not chosen, mandatory. Offered in: Odense
Credit transfer programme for financial controllers
2nd semester, Not chosen, mandatory. Offered in: Odense
Credit transfer programme for AP graduates in Logistic Management
2nd semester, Not chosen, mandatory. Offered in: Odense
BSc. Economics and Business Administration - Business Management
2nd semester, mandatory. Offered in: Odense
Special Credit Transfer Programme
2nd semester, Not chosen, mandatory. Offered in: Odense
BSc in Economics and Business Administration - International Economics and Business Relationships
2nd semester, Not chosen, mandatory. Offered in: Sønderborg