Faculty
Thomas Queck

Course Coordinator
Søren Henning Jensen

Perspectives in Marketing concentrate on the principles of marketing from a conceptual and analytical perspective. The course analyses and discusses the challenges and issues of international marketing in relation to e.g. the following perspectives:

Based on these themes in marketing we proceed to provide insights in the marketing research process. The main objective is develop an ability to evaluate marketing research (through own experience) when working in marketing and management in a corporate function.

Written report (max. 50 pages) prepared in groups of 3-4 students. However, it is a requirement that the different parts of the paper are individualized, so it clearly shows who has written which part in order to facilitate the possibility of individual grading. The report is evaluated using external examiners.

The report is due in January - exchange students may send the report by post - not accepted by email attachment - as long as the report is received by the course secretary on the date due.

Perspectives in Marketing thus aims at combining the theoretical understanding with practical application through case analysis and discussions.

A major part of the course is a project work, which will be carried out in groups of 3-4 Danish and foreign students. Groups are to carry out a marketing research project for a specific firm. Preferably, a full study should be performed, but due to limitations in time, pilot studies may be accepted, if the design part covers a full-scale market study. Groups are expected to find their own company contacts.

Indicative: