Department of Marketing (MARK)
Department of Marketing (MARK)
Highlights of 2004
- The Department received seven visiting professors from other countries in 2004: professor Judy Zaichkowski, professor John Hesket, professor Kjell Grønhaug, professor Eugene Jaffa, professor Larry Percy, professor John Phillip Jones and professor Leslie De Chernatony
- The Department prepared a self-evaluation report and was the subject of a research evaluation conducted by two foreign professors
- The Department received one best paper award from an international conference
- The Department's CMC Center had a membership of 39 subscription-paying enterprises and organisations
- In 2004, the Department worked with several partners, including the National Consumer Agency/the Nordic Council of Ministers, the Ministry of Science (the business innovator scheme) and Danish Commerce and Service
- In 2004, the Department gave more than 50 interviews in daily newspapers, trade and scientific journals and radio/TV
- In 2004, the Department introduced the new MCM (Marketing Communication Management) MSc. programme in English. The Department started to phase out the DCM MSc. programme, and will introduce the new SMC (Strategic Market Creation) MScs programme in English from the autumn of 2005.
Academic profile
The Department of Marketing deals with demand-based management of enterprises/organisations and markets/relations. The basis of the discipline is a market interpretation of the customers, networks, relations and other stakeholders in the environment of the enterprise exerting influence on the consequences of management decisions. The market interpretation forms the basis of multivariable decision tools, including decisions concerning production, distribution, pricing and communication.
Today, the Department has four academic focus areas: consumer behaviour, B2B, retailing and market communication. Consumer behaviour deals with consumers as the basis for marketing decisions concerning the consumer goods market (consumer purchases). Similarly, B2B deals with the organisational purchaser market (commercial purchases). Retailing deals with the retail sector and its relations to other levels of the chain of distribution. Market communication deals with the media choices and market communication of enterprises and performance measurements. In addition, the subjects include marketing management, design and product development.
Research strategy
In its capacity as a major marketing department by international standards, the Department must have a broad research profile to enable it to be a partner, supply courses and present results within the overall marketing discipline. The Department wishes to continuously give priority to research focus areas reflecting the needs and conditions of the current environment. The Department is committed to enhance the quality of its research in terms of publication in internationally recognised journals. One success criterion in this connection is the Department's attractiveness in relation to students, researchers and partners. The priorities are determined by the consideration of having a sufficiently broad spectrum of qualifications to cover the marketing discipline, and of the existing focus areas reflected in the research groupings having sufficient critical mass.
Research results
Two Department PhD theses were completed in 2004. The 16 members of the permanent scientific staff published 17 articles in journals, of which 14 were published in international scientifically reviewed journals. 1/3 of the journals are internationally recognised and of a high standard. The other journals are highly specialised and aimed at a restricted target group. In addition, eight articles and prefaces were published in international anthologies, and a book was published by the international Klüwer Publishers. Finally, the Department had 17 proceedings included and presented at international scientific conferences.
Statistically, the research production development fulfilled the Faculty's objective. The production of working papers and Nordic-language publications decreased substantially, while publication in international scientific journals and subsequent presentation of research results (other publications) in Denmark was reinforced (the grey curve below).
The figure below reflects the development over the last five years. Although the Department's production of articles in international scientific journals increased over the past few years, the number of prefaces and articles in international anthologies decreased according to plan.
The production of articles in international scientific journals is expected to be strengthened in terms of quality (choice of journals) rather than quantity in years to come.
Research relations to practice
The Department is involved in several working relationships with private enterprises, interest groups and public authorities. The Center for Marketing Communication has 39 paying member enterprises and organisations, including the Danish Association of Advertising and Relationship Agencies (DRRB), the Association of Market Research Institutes in Denmark, Danske Magasinudgiveres Forening (Danish Association of Journal Publishers), Post Danmark, TV2/Advertising, Initiative Universal Media, Bates, BRF Kredit, Carat, Mediacom, Mediaedge:cia, Danish financial daily Børsen, Dansk Tipstjeneste, Danske Bank, Danish daily Ekstra Bladet, House of Prince, Lån&Spar Bank, Novo Nordisk, TDC, DSB, BBDO, DDB and Forbrugerkontakt (Consumer Contact). 11 of the enterprises are members of the steering group, with which the Center has a close dialogue.
The current research group concerning retailing studies in itself constitutes a partnership with the business community, and the HD Retailing Programme is being developed along the same lines. Furthermore, the Department has cooperated with the National Consumer Agency and the Nordic Council of Ministers on a major analysis of the complaints administration of Nordic enterprises. Finally, it should be mentioned that the Department participates in a number of award ceremonies, e.g. SUPERBRANDS, Franchisystemet 2004 (again in 2005) and Sales Excellence 2005, and many staff members participate in "general" conferences, symposia etc. Several researchers are on the boards of various enterprises.
As appears from the research funds figure above, the majority of research funds, excluding basic funds, was obtained through partnerships with the business community.
Last updated by Tine Büchler Poulsen 27/11/2008
