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:
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
manage the topics, methods, tools and theories learned during the
analyze and asses external market opportunities and threats,
internal company strenghths and weaknesses
set up and argue for objectives and a structured plan for strategic and
tactic marketing activities, including estimates of ROI
bring into play the achieved knowledge and skills in new contexts,
take responsibility of and organize the process of marketing
audit and marketing planning
analyze, 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
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 lectures a week from week 6 to 21 (except holidays).
Timetable and venue:
To see the time and location of lecturesplease press the link/links under "Se skema" (See schedule) at the right side of this page (F means Spring).
You can find the similar information partly in English at
-Select Department: “2200-Økonomisk Institut” (and wait for respond)
-Select Module:: “2200-F19; [Name of course]”
-Select Report Type: “List – Weekdays”
-Select Period: “Forår/Spring – Week 5-30”
Press: “ View Timetable”
The overall schema for the Master courses can be seen at KUnet:
MSc in Economics => "courses and teaching" => "Planning and overview" => "Your timetable"
BA i Økonomi/KA i Økonomi => "Kurser og undervisning" => "Planlægning og overblik" => "Dit skema"
Registration and information for students not enrolled please find more information at Study Economics.
- 7,5 ECTS
- Type of assessment
- Written examination, 3 hours under invigilationThe exam assignment is given in English and must be answered in English.
- 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.
- Written aids allowed
- Marking scale
- 7-point grading scale
- Censorship form
- No external censorship
The exam can be selected for external assessment.
- Exam period
The exam takes place at the computers of the university:
28 May 2019
From the middle of the semester the exact time will be available in Digital Exam portal.
Note: In special cases, the exam date can be changed to another day and time within the exam period.
The reexam takes place at the computers of the university:
27 August 2019
During the reexam period the exact time can be seen in Digital Exam.
Note: In special cases, the written reexam can change to another day within the reexam period. Or to an oral exam incl. date, time and place, if only a few students are registered. This will be informed by the Exam 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 with no or only a few minor weaknesses be able to demonstrate an excellent performance displaying a high level of command of all aspects of the relevant material 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 in this course demonstrate
- depth insight and understanding of the important theories, processes and
concepts of customer behavior, marketing strategy and planning
- structured and relevant academic marketing analysis for a specific brand/
company and its market with the purpose of planning relevant marketing
- ability to conduct marketing planning and argue for a marketing mix and
objectives based on a thorough marketing audit