MBA 2429 Marketing Management

MBA 2429 Marketing Management

Course code: 
MBA 2429
Department: 
Strategy and Entrepreneurship
Credits: 
4
Course coordinator: 
Zou Deqiang
Huang Yimin
Heidi Wiig
Product category: 
Executive
Portfolio: 
MBA China
Semester: 
2019 Autumn
Active status: 
Active
Teaching language: 
English
Course type: 
One semester
Introduction

Marketing is a science and an art. It accommodates imaginative and analytical processes guided by a company’s overall vision and mission. This said, a successful marketer is the one who is sensitive, creative and strategic. The course of Marketing Management aims to offer a thought-provoking and intellectual fulfilling learning experience through which students are able to tap into and develop their potential of being an artist or/and strategist in marketing. Relevant and up-to-date theories, concepts and practices in marketing will be introduced and discussed in class.

Learning outcomes - Knowledge

The students demonstrate:

  • understanding of theories, methods and concepts in the field of marketing
  • thorough knowledge about marketing opportunities, segmenting, targeting, positioning and branding strategies
Learning outcomes - Skills

The students demonstrate:

  • problem-solving capabilities
  • ability to design marketing campaigns
  • ability to conduct personal or group-based critique of practice and theory. 
General Competence

The  students demonstrate:

  • the capacity for critical, analytical and strategic thinking of a strategist
  • the sensitivity and creativity of an artist 
Course content
  • Understanding Marketing and Identifying Marketing Opportunities 
  • Developing Marketing Segmenting, Targeting, Positioning and Branding Strategies
  • Designing Marketing Campaigns I (Product, Pricing and Communication Strategies)
  • Designing Marketing Campaigns II (Placement, Process and People Strategies)

 

Teaching and learning activities

The course is conducted as a teaching module, where students have classes all day for four subsequent days, a total of 32 hours.

Lecture and in-class discussion. Emphasis is on text reading and comprehension. Each student will also participate in a series of in-class active learning projects utilizing small group interaction.

A typical day will consist of two parts: the morning session, and the afternoon session. Both sessions will have the following format. During each session a 2-3 hour lecture period will cover the primary material from the chapters assigned. The active learning section then follows The students will be exposed to 1-2 page cases and exercises that are intended to reinforce material from the primary text and topics from the formal lecture. Some videotape will also be used. Students will be asked to meet in small groups to discuss material, reach conclusions, present opinions, and defend those opinions in class. Because of class size, each student may not have an active speaking role every class. However, each student will have had the opportunity to discuss opinions within the small groups that will be used to discover and elaborate on the material given during class. 

The lecture period will, to some extent, be based on two-way communications. It is expected that the students will be contributing with questions and examples from their own business experience. A slightly informal setting is to be used.

This is a course with continuous assessment (several exam components) and one final exam code. Each exam component will be graded using points on a scale 0 -100. The components will be weighted together according to the information in the course description in order to calculate the final letter grade for the course. Students who fail to participate in one/some/all exam components will get a lower grade or may fail the course. Candidates may be called in for an oral hearing as a verification/control of written assignments.

Specific information regarding the points system and the mapping scale beyond the information given in the course description will be provided in class. This information may be relevant for requirements for term papers or other hand-ins, and/or where class participation can be one of several elements of the overall evaluation.

The course is a part of a full MBA and examination in all courses in the MBA programme must be passed in order to obtain a certificate for the MBA degree.

 

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Software tools
No specified computer-based tools are required.
Qualifications

Granted admission to the BI-Fudan MBA programme. Please consult our student regulations.

Exam categoryWeightInvigilationDurationGroupingComment exam
Exam category:
Activity
Form of assessment:
Class participation
Exam code:
MBA 24291
Grading scale:
Point scale
Grading rules:
-
Resit:
All components must, as a main rule, be retaken during next scheduled course
40No -Individual Class participation, counts 40% of the total grade.
Exam category:
Activity
Form of assessment:
Presentation
Exam code:
MBA 24291
Grading scale:
Point scale
Grading rules:
-
Resit:
All components must, as a main rule, be retaken during next scheduled course
20No -Group (2 - 8)Case analysis and presentation, counts 20% of the total grade.
Exam category:
Submission
Form of assessment:
Written submission
Exam code:
MBA 24291
Grading scale:
Point scale
Grading rules:
-
Resit:
All components must, as a main rule, be retaken during next scheduled course
40No1 Semester(s)Individual Reading critique, counts 40% of the final grade.
Exams:
Exam category:Activity
Form of assessment:Class participation
Weight:40
Invigilation:No
Grouping (size):Individual
Duration: -
Comment:Class participation, counts 40% of the total grade.
Exam code:MBA 24291
Grading scale:Point scale
Resit:All components must, as a main rule, be retaken during next scheduled course
Exam category:Activity
Form of assessment:Presentation
Weight:20
Invigilation:No
Grouping (size):Group (2-8)
Duration: -
Comment:Case analysis and presentation, counts 20% of the total grade.
Exam code:MBA 24291
Grading scale:Point scale
Resit:All components must, as a main rule, be retaken during next scheduled course
Exam category:Submission
Form of assessment:Written submission
Weight:40
Invigilation:No
Grouping (size):Individual
Duration:1 Semester(s)
Comment:Reading critique, counts 40% of the final grade.
Exam code:MBA 24291
Grading scale:Point scale
Resit:All components must, as a main rule, be retaken during next scheduled course
Type of Assessment: 
Continuous assessment
Grading scale: 
ECTS
Total weight: 
100