AØKA08202U Marketing
MSc in Economics
The course gives the student deep insight, knowledge and
understanding of the background for the modern marketing discipline
and marketing planning based on the mission of continuously
generating customer value and fulfilling customer needs better than
competitors.
During the course the different main markets will be analyzed and
conceptualized, we will go into customer analysis and the
components in competitor analysis. Analyzing the macro environment
will be the last step before setting up a SWOT analysis. Based on
the situation analysis the student will get a structured knowledge
of criteria for segmenting the market, selecting target groups and
choosing strategies for positioning the product offer. Setting up
different kind of objectives for the marketing activity is the
important step before strategies for the different basic elements
in the marketing-mix, product, price, place and promotion will be
discussed. And the course will end up with different techniques and
tools for monitoring and evaluating the results of a marketing
campaign.
To make the student familiar with the modern marketing “mind
set” and the basic marketing concepts, mechanisms and instruments
(the marketing-mix) that is necessary to manage and plan for the
marketing driven company or organization. The fundamental outlook
is the evolution from push to more pull based marketing strategies
as a consequence of the increasing digital network society with
more fragmented, interactive and involving customers.
The student will get knowledge, insight and tools to be prepared to
do a comprehensive and beneficial analysis of the business
environments for a specific company or organization, leading to the
development and argumentation of a marketing strategy and plan
including evaluation of the effects and critical reflections on the
return of marketing investment (ROMI).
David Jobber and John Fahy: Foundations of Marketing, fourth edition, McGrawHill (2012)
+ Different articles on specific issues
Time and room:
Time and room for the lectures and exercise classes: Please press the link under "Se skema" (See schedule). 15F means Spring (Forår) 2015, 14E means Autumn (Efterår) 2014.
The springsemester is available partly in English at this link:
https://skema.ku.dk/KU1415/reporting/textspreadsheet?objectclass=module&idtype=id&identifier=43774&t=SWSCUST+module+textspreadsheet&days=1-5&weeks=27-52&periods=1-68&template=SWSCUST+module+textspreadsheet
The first lecture in the springsemester will be the 4.th of February 2015 at 8.00 o´clock (AM).
- Category
- Hours
- Exam
- 3
- Lectures
- 42
- Preparation
- 161
- Total
- 206
- Credit
- 7,5 ECTS
- Type of assessment
- Written examination, 3 hours under invigilationThe exam is a 3 hours test with all aids.
- Exam registration requirements
- A compulsive report on max. 8 pages covering a situation analysis and marketing strategy for an individual selected product/service/event, must be passed.
- Aid
- All aids allowed
- Marking scale
- 7-point grading scale
- Censorship form
- External censorship
100 % censurship
- Exam period
- For the Spring semester 2015: From 26 May to 28 June 2015 Written exam will be the 3rd of June 2015 The written exam takes place at Peter Bangsvej 36, 2000 Frederiksberg http://pc-eksamen.ku.dk/pc_exam More information is available at https://intranet.ku.dk/economics_ma/examination/Pages/default.aspx
- Re-exam
- Same as ordinary. But if only a few students have registered for the re-exam, the exam might change to an oral exam with a synopsis to be handed in. This means that the examination date also will change.
Criteria for exam assesment
The student must in a satisfactory way demonstrate that he/she has mastered the learning outcome of the course.
Course information
- Language
- English
- Course code
- AØKA08202U
- Credit
- 7,5 ECTS
- Level
- Full Degree MasterBachelor,Full Degree Master choice
- Duration
- 1 semester
- Placement
- Spring
- Schedule
- Spring (week 6-21)
- Continuing and further education
- Price
320 kr. pr. ECTS
- Study board
- Department of Economics, Study Council
Contracting department
- Department of Economics
Course responsibles
- Ole Ejnar Andersen (18-78756e376e73776a7b376a776d6e7b7c6e77496e6c787737747e376d74)