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2121: Marketing ( forår 2011 - 5 ECTS )

Rammer for udbud

  • Uddannelsessprog: dansk
  • Niveau: Compulsory 4 th semester BSc (Econonomics and Management) course and 2 nd semester for Business Administration students
  • Semester/kvarter: Every spring semester
  • Timer per uge: 3 lectures for 7 weeks
  • Deltagerbegrænsning: None
  • Undervisningssted: Århus
  • Hovedområde: Det Samfundsvidenskabelige Fakultet
  • Udbud ID: 26310

Formål

On completion of the course participants should be able to:

  • Describe the production, product, sales, and marketing concept.
  • Argue how the marketing concept differs from the other concepts.
  • Describe and analyze Levitts critique in marketing myopia.
  • Describe core marketing concepts such as: needs, wants, customer value, customer loyalty, customer satisfaction, customer lifetime value.
  • Analyze the elements of the theory of buyer behavior as presented by Howard & Sheth 1967 and argue how each of these elements is interconnected.
  • Derive the differences between business to business marketing and business to consumer marketing.
  • Argue why, when, and how organizations should make use of segmentation. 
  • Evaluate the critique made by Haley 1968 on traditional segmentation practices.
  • Analyze strengths and weaknesses between the traditional way of segmentation as argued by Haley 1968 and benefit segmentation as suggested by Haley 1968 or segmentation based on needs and wants as suggested by Kotler & Keller.
  • Apply the segmentation practice presented in Kotler to a case.
  • Analyze the critique to market orientation and positioning made by Trout & Rise 1972. 
  • Describe how marketing objectives changes in a product's lifecycle including phases of introduction, growth, maturity, and declin. 
  • Evaluate the PLC-theory.
  • Describe how services may be classified and explain how service quality may be improved. Also, analyze the service gaps introduced in Parasuraman et al. (1985).
  • Describe the pricing methods discussed in Kotler and Keller.
  • Describe the elements of Lavidge & Steiner's model for predictive measurement of advertising effectiveness and relate the model to market communication.
  • Analyze and apply the model and strategies for planned social change as presented in Sheth & Frazier.
  • Describe the role of marketing channels as discussed in Kotler & Keller.

 

Indhold

Introductory course in marketing

 

The course trains the students in analyzing marketing problems. The main interests are: theories of buying behavior, segmentation and positioning theory, and marketing-mix considerations.

 

COURSE SUBJECT AREAS:  

 

Part 1: Introduces the marketing management tradition and the focal importance of needs and wants. Contrasts the marketing philosophy with traditional product-, production-, and sales philosophies. Describes core concepts used in marketing such as customer value, customer satisfaction, loyalty, marketing mix, target markets, segmentation, and positioning.  

 

Part 2: Introduces models of buying behavior on the business to consumer and business to business market. Describes how cultural, social, task related, and personal factors influences consumer- and industrial buying behavior. Explains the major psychological processes that influence consumer behavior and relates these processes to external variables. Explains how needs and wants results in certain demands.

 

Part 3: Introduces segmentation and targeting. Explains how companies may identify segments based on needs, wants, or benefits. Explains how these segments may be related to geographic, demographic, behavioral, and psychographic profiles.  

   

Part 4: Considers positioning and marketing mix strategies in terms of price, place, product, and promotion in greater detail. Introduces the importance of competitors in choosing a marketing mix strategy.   

 

 

Faglige forudsætninger

None

Underviser

Ivan Bach

Undervisnings- og arbejdsform

Lectures Danish

Litteratur

Kotler, P.: A Framework for Marketing Management. 4. ed. 2009. Prentice HallChapters 1, 4, 5, 6, 7, 9, 10, 11, 12, 13, 15 (Approx. 200 pages) 

Enis, B. M., K. K. Cox & M. P. Mokwa (Eds) (1995): Marketing Classics: A Selection ofInfluential Articles. 8 th , Prentice HallChapter 1, 10, 11, 14, 16, 17, 18, 26, 27, & 34 (approx. 180 pages available in a compendium) 

Chapter 1. Theodore Levitt "Marketing Myopia " pp. 3-21

Chapter 10. J.A. Howard and J.N. Sheth "A Theory of Buyer Behavior" pp. 137-155

Chapter 11. F.E. Webster and Y. Wind "A General Model for Understanding Organizational Buying Behavior" pp. 156-167

Chapter 14. Rogers, E. M New product adoption and diffusion pp. 192-209 

Chapter 16. R.I. Haley "Benefit Segmentation: A Decision-Oriented Research Tool" pp. 226-233

Chapter 17. J. Trout and A. Ries "Positioning Cuts through Chaos in Marketplace" pp. 234-250

Chapter 26. J.N. Sheth and G.L. Frazier "A Model of Strategy Mix Choice for Planned Social Change" pp. 386-402

Chapter 27. A. Parasuraman, V.A. Zeithaml and L.L. Berry "A Conceptual Model of Service Quality and Its Implications for Future Research" pp. 403-417

Chapter 34. R.J. Lavidge and G.A. Steiner "A Model for Predictive Measurements of Advertising Effectiveness" pp. 523-527 

The total number of pages will then be approximately (200+180 = 380 pages)

Studieordning og bedømmelse


Bacheloruddannelsen i økonomi

  • Skriftlig, bedømt efter 7-skala med intern censur


For the 2 semester Business Administration students (both main and subsidiary programme) there will be a 4-hour written examination jointly with the compulsory course Strategy for Business Administration students on the 2007 program.

For the 4 semester BSc Economics and Mangement students there will be a 4-hour written examination jointly with the elective course Strategy.

BSc students who have not taken the elective Strategy course will only do the 2-hour examination in Marketing.

All students: One mandatory paper has to be handed in to the lecturer and has to be passed before the written examination.

EXAMINATION AIDS ALLOWED: None