MBA 2429 Marketing Management

MBA 2429 Marketing Management

Course code: 
MBA 2429
Strategy and Entrepreneurship
Course coordinator: 
Zou Deqiang
Huang Yimin
Course name in Norwegian: 
Marketing Management
Product category: 
MBA China
2023 Autumn
Active status: 
Level of study: 
Teaching language: 
Course type: 
One semester

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)

2 of the teaching hours in this course are dedicated to CSR, ethics, social and environmental issues.

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.

Candidates may be called in for an oral hearing as a verification/control of written assignments.

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.

In all BI Executive courses and programmes, there is a mutual requirement  
for the student and the course responsible regarding the involvement of the student's experience in the planning and implementation of courses, modules and programmes. This means that the student has the right and duty to get involved with their own knowledge and practice relevance, through the active sharing of their relevant experience and knowledge.



Software tools
No specified computer-based tools are required.

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


Deviations in teaching and exams may occur if external conditions or unforeseen events call for this.

Exam category: 
Form of assessment: 
Written submission
Support materials: 
  • All printed and handwritten support materials
3 Hour(s)
3 hours individual final exam. Individual submission of reflection note. Counts 55% of the final grade.
Exam code: 
MBA 24293
Grading scale: 
Examination when next scheduled course
Exam category: 
Form of assessment: 
Written submission
Group (2 - 6)
4 Week(s)
Four home assignments in groups organized as a portfolio assessment, counts 45% of the final grade
Exam code: 
MBA 24294
Grading scale: 
Examination when next scheduled course
Type of Assessment: 
Ordinary examination
All exams must be passed to get a grade in this course.
Total weight: 
Sum workload: 

A course of 1 ECTS credit corresponds to a workload of 26-30 hours. Therefore a course of 4 ECTS credit corresponds to a workload of at least 110 hours.