Faculty
IKL

Course Coordinator
tba

Students must have a basic level of knowledge of economics.

To give the students theoretical and practical knowledge about the company’s business economics and marketing aspects. Through introduction to and integration of the fields of strategy, financial statement analysis and marketing management the students are provided a set of methods suitable for analysis of company financial performance. In connection with the Intercultural Communication and the Organisation module the course aims to give the students competences to relate these fields to each other and to analyse interdisciplinary problems in companies.

The course focuses on three main fields and their integration:

The strategy element gives a short introduction to perspectives on strategic management and how strategy relates to the two other elements of the course.

The financial statement analysis element investigates the public available accounting information, which companies disseminate. The annual report and the financial statements (the income statement, the balance sheet, the statement of cash flow, statement of stockholders equity and the accompanying notes) are taken as a point of departure for various types of analysis and discussion of the financial performance of the company. Focus is on horizontal, vertical and key financial ratios analyses, their use and limitations. A number of cases (real and constructed) are used to illustrate the differences between companies in different sectors, different settings and of different sizes.

The marketing management element investigates the fundamental aspects of marketing also in relation to international/global marketing management and export. Issues covered include: market and competitor analysis, market segmentation, targeting and positioning, product and service strategies, pricing and choice of distribution channels. The financial implications of these considerations and how the financial situation of a company impacts on its possibility to undertake various types of marketing initiatives are emphasised.

Mix of lectures, exercises, casework, and student presentations (individual and in groups).

Four-hours written examination, based on one or more questions in relation to the course literature.

(preliminary):

Alexander, David and Nobes, Christopher, 2004 ‘Financial Accounting. An International Introduction.’ Second Edition. Pearson Education Limited (Financial Times/Prentice Hall), UK. (Abbreviated DACO). Price approx. 480 DKK

Harper W. Boyd, Jr., Orville C. Walker, Jr., John W. Mullins and Jean-Claude Larréché, 2005, ‘Marketing Management. A Strategic Decision-making approach.’ 5th Edition, International Edition, McGraw-Hill Irwin. (Abbreviated BWML). Price approx. 550 DKK

Handouts and downloads (case material, articles, documents on Site Scape etc)

Excel in 10 minutes. Price approx. 110 DKK.