AØKA08202U Marketing
BSc programme in Economics - elective from the 2.year
MSc programme in Economics – elective course
Tilvalgsuddannelsen i Erhvervsøkonomi - valgfag på KA delen
Making the students familiar with the modern marketing “mind
set” and basic marketing concepts, mechanisms and instruments based
on a Marketing audit
including Porters value Chain, The BCG matrix, customer and
competitor analysis, Porters Five Forces, PESTEL analysis and
SWOT.
Strategies for growth, generic value strategies, the STP model and the DAGMAR model for selecting and setting up marketing objectives will be introduced and discussed in combination with the SMART model for useful objectives, that can be monitored and evaluated.
The marketing mix, the 7 P´s (product, price, place, promotion, people, physical evidence and processes) will be defined, analyzed and exemplified with special focus on 1) the product parameter, generating value for customers better than competitors and 2) the promotion parameter and planning for integrated marketing communication activities off- and online.
After completing the course, the student should be able to:
Knowledge:
understand and discuss the general marketing concept of being able to deliever value to the predefined customers/targetgroups
define and discuss the micro, meso and macro environments around a brand/company
identify and discuss relevant future marketing activities and objectives
following the tools and structure in the marketing mix model
Skills:
manage the topics, methods, tools and theories learned during the
course.analyze and asses external market opportunities and threats,
internal company strenghths and weaknessesset up and argue for objectives and a structured plan for strategic and
tactic marketing activities, including estimates of ROI
Compentencies:
bring into play the achieved knowledge and skills in new contexts,
take responsibility of and organize the process of marketing
audit and marketing planninganalyze, interprete and discuss markets, trends, target groups and marketing activities in general
David Jobber and John Fahy: Foundations of Marketing, Fifth edition, McGraw-Hill Education (2015) ISBN: 13-97800777167950
Articles:
Theodore Levitt: Marketing Myopia, Harvard Business Review
1969/2004
John Philip Jones: Advertising, strong or weak force. Chapter in the book Advertising and markets, NTC publications, 1996
Roy Langer: New subtle Advertising Formats. Chapter in the book Branding and advertising, CBS press, 2003
3 hours of lectures per week in 14 weeks
Timetable and venue:
To see the time and location of lectures please press the link/links under "Se skema" (See schedule) at the right side of this page (17F means Spring 2017).
You can find the similar information partly in English at
https://skema.ku.dk/ku1617/uk/module.htm
-Select Department: “2200-Økonomisk Institut” (and wait for respond)
-Select Module:: “2200-F17; [Name of course]”
-Select Report Type: List
-Select Period: "Forår/Spring – Week 4-29”
Press: “ View Timetable”
- Category
- Hours
- Exam
- 3
- Lectures
- 42
- Preparation
- 161
- Total
- 206
for enrolled students. More information about registration, schedule, rules, courses etc. can be found at the student intranet (KUnet) for courses (MA-English) and student intranet (KUnet) for courses (KA-Danish) or student intranet (KUnet) for courses (BA- Danish).
Registration and information for foreign students not enrolled please find more information at Study Economics.
For enkelfagsstuderende sker tilmelding via Åbent Universitet og Merit.
- Credit
- 7,5 ECTS
- Type of assessment
- Written examination, 3 hours under invigilationat the computers of the University.
The exam assignment is given in English and can be answered in English or in Danish. Language must be chosen at the course registration. - Exam registration requirements
Compulsory report on max. 8 pages (to be passed) covering 1) a Marketing audit and 2) recommendation for a marketing strategy for an individual selected brand/service/event
- Aid
- All aids allowed
- Marking scale
- 7-point grading scale
- Censorship form
- External censorship
100 % censurship
- Exam period
The exam takes place May 30, 2017 at Peter Bangs Vej 36. 2000 Frederiksberg http://pc-eksamen.ku.dk/pc_exam The exact time of the exam will be informed in the Self-Service at KUnet.
For enrolled students more information about examination, exam/re-sit, rules etc. is available at the student intranet for Examination (English),student intranet for Examination (KA-Danish) and student intranet for Examination (BA-Danish).
- Re-exam
The exam takes place August 28, 2017 at Peter Bangs Vej 36. 2000 Frederiksberg http://pc-eksamen.ku.dk/pc_exam The exact time of the exam will be informed in the Self-Service at KUnet.
If only a few students have registered for the re-exam, the exam might change to an oral exam including the date, time and place for the exam, which will be informed by the Examination Office.
Criteria for exam assesment
Students are assessed on the extent to which they master the learning outcome for the course.
To receive the top grade, the student must be able to demonstrate in an excellent manner that he or she has acquired and can make use of the knowledge, skills and competencies listed in the learning outcomes.
In order to earn the grade 12, the student shall demonstrate
Knowledge:
- depth insight and understanding of the important theories,
processes and
concepts of customer behavior, marketing strategy and
planning
Skills:
- structured and relevant academic marketing analysis for a
specific brand/
company and its market with the purpose of planning relevant
marketing
activities
Competences:
- ability to conduct marketing planning and argue for a marketing
mix and
objectives based on a thorough marketing
audit
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
- Teaching:
Spring: Uge 6-21
Timeschedule: See "Remarks"
Exam and re-sits: See "Exam" - Continuing and further education
- Price
- Study board
- Department of Economics, Study Council
Contracting department
- Department of Economics
Course responsibles
- Ole Ejnar Andersen (18-7d7a733c73787c6f803c6f7c72738081737c4e73717d7c3c79833c7279)
Lecturers
Lectures: See ‘Course responsibles’