AU kursuskatalog arkiv

G MARPRO Marketing Profile ( efterår 2011 - 15 ECTS )

Rammer for udbud

• Uddannelsessprog: engelsk
• Niveau:   Bachelor
• Semester/kvarter:   5 th semester
• Timer per uge:   9 lessons per week for 13 weeks
• Deltagerbegrænsning:   None
• Undervisningssted: Herning
• Hovedområde: Det Samfundsvidenskabelige Fakultet
• Udbud ID: 26124

Formål

General competences:

When finishing the course (modules 1, 2 and 3), the student must be able to demonstrate knowledge about, analyse and make decisions about companies' internationalisation based on a supporting, relevant decision-making material. 

Specific competences:

Module 1:

• The student must be able to describe models/theories within marketing theory with emphasis on elements which the practical elements cause within the international dimension when making marketing planning.
• The student must be able to describe how traditional export is planned, implemented and controlled.
• The student must be able to make the marketing plan of export companies including coping with the mutual dependency between the research part of the plan and the action part as well as the extensive demands for market information.
• The student must be able to specify the need for information and to carry out desk research before retrieval of primary data, cf. item 2 above.

Module 2:

The aim of the subject is further

• to give the student an application oriented insight into theories on both the consumer market and on the industrial market,
• to apply relation models, trade marketing and branding
• to apply and evaluate select qualitative research techniques
• to provide the student with an understanding of how such methods can be integrated into a general market information retrieval strategy
• to discover how the company's own research may be combined with research requisitioned from outside the company.

Module 3:

To practise the ability to discuss and assess problem-identification/analysis considerations within international marketing planning and make decisions within the area based on supportive, decisions-oriented information material.

The objective of the course is furthermore to provide the student with knowledge about research and central theories within the subject area. In addition, the objective is to enable the student to give an account of this knowledge, use this knowledge in the terms of the issues related to the subject area as well as to formulate an account of the knowledge in a scientific way on completion of the course.

Indhold

The module is structured in a way which makes progression possible both in relation to subject and to method, and that the problem of the reference company is solved. This implies that research of market conditions 3 assumes research of market conditions 2, which again assumes research of market conditions 1.

Module 1:

Study material will be presented the purpose of which is to develop the students' ability to clarify a need for information and to formulate a strategy for information retrieval. Various sources for desk research will be presented to the students.

In addition, relevant areas are considered, including:

- the international market

• environmental gap and adaptation
• marketing planning on international markets
• segmentation in an international perspective
• international marketing strategy
• industry analysis
• market expansion
• competitor behaviour
• choice of export organisation
• choice of distribution channel including various parameter mix
• export financing
• implementation of the international marketing plan.

Module 2:

• advanced international strategy and organisation
• specific circumstances in connection with industrial marketing planning
• organisational buyer behaviour models
• interaction and relation models
• key account manager

-    integrated management of buyer and sales relations

-    various individual and social-psychological models to understand consumers' buyer behaviour

-    advanced distribution policy

-    relationship marketing/new marketing.

The students will practice applying qualitative and quantitative research methods in the priority mentioned related to the practical problems of a company.

Module 3:

The students will practice - by means of project work - to be able to see the connection between drafting a relevant information retrieval strategy, to implement the strategy in an appropriate manner and to take the consequences of the strategy regarding marketing planning.

Faglige forudsætninger

Some prior knowledge is assumed within marketing economics corresponding to the curriculum on 2 ^nd , 3 ^rd and 4 ^th semester or similar.

Underviser

Kurt Nørgaard Petersen & Joernn Ladegaard. Guest lecturers may appear.

Undervisnings- og arbejdsform

Teaching methods will be lectures of relevant subjects, project work and discussion of articles.

English

Litteratur

• Hollensen, Svend: Global Marketing. A Decision-oriented Approach. Latest ed.

• 18 articles from recognized periodicals in modules 1, 2 and 3 corresponding to subject areas in modules 1, 2 and 3.
• Material from guest lecturers
• Material from company visits
• Handouts

Studieordning og bedømmelse

HA international management

• ingen eksamen, bedømt efter 7-skala med ekstern censur

Module 1:

Discussion paper with individual grading, presentation of initial report on group basis with subsequent individual examination with internal censorship. Evaluation of initial report takes place app. ¹ / ₃ into the semester.

Module 2:

Discussion paper with individual grading, presentation of interim report on group basis with following individual examination with internal censorship. Evaluation of interim report takes place app. ² / ₃ into the semester.

Module 3:

Discussion paper with individual grading, presentation of final report on group basis with following individual examination with external censorship. Evaluation of final report takes place in the beginning of January.