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Course description

Module August 2013 – May 2016

Institution Handelsgymnasiet, Silkeborg Business College

Education HHX

Subject and level Marketing A

Teachers Finn Dyrbye Mogensen, Jeannette Timmermann Bonnén, and Mai Ly Nguyen

Class HH3E15

Overview of the course of study

Title 1 Introduction to Marketing

Title 2 Exchange visit at Seminole State College

Title 3 Sum up on the introduction to Marketing and the course at Seminole State University

Title 4 Strategic planning

Title 5 Macro conditions

Title 6 Demand factors

Title 7 Supply factors

Title 8 Method – research project

Title 9 The marketing mix

Title 10 Internationalization – exam project

Title 11 The international marketing mix and repetition

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Title 1

Introduction to Marketing

Content Core material:

Teacher’s own material

Supplementary material:

Various articles and case studies

Duration

20 lessons of 60 minutes

Topics and points of focus Learning objectives:

Define Marketing

Explain theories and models for analysing consumer buying behaviour

Analyse the consumers’ buying behaviour in a given situation

Discuss how the consumers’ buying behaviour influences the company’s strategic

decisions

Teaching methods

Lectures, online quizzes, and group work

Title 2

Exchange visit at Seminole State College

Content Core material:

Material provided by Seminole State College

Duration

2½ months

Topics and points of focus Learning objectives:

Introduction to Marketing

The marketing process

Teaching methods

Lectures

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Title 3

Sum up on the introduction to Marketing and the course at Seminole State University

Content Core material:

“Principles of Marketing”, by Kotler and Armstrong, 14 Edition, 2012, Pearson

Chapter 1, 17, 2, 3, 4, 5, 6, 7, and 8 on introduction level.

“Principles of Marketing”, by Kotler and Armstrong, 6th

European Edition, 2013,

Pearson

Chapter 2: Company and marketing strategy, page 50-57

Duration

16 lessons of 60 minutes (including lessons in the USA)

Topics and points of

focus

Learning objectives:

Define Marketing

Outline the steps in the marketing process

Teaching methods

Lectures, oral presentation, in-class exercises, group work and written assignment

Title 4

Strategic planning

Content Core material:

“Get Ahead – English from a Marketing perspective”, Part 2, 2nd edition, Anette Lind

and Mai-Britt Fennefoss Nielsen, Forlaget ØKNOM 2009

Chapter 3: “What is strategic planning” page 70-86

Time to Market, a compendium on marketing management for the upper intermediate

level, From Jan Bandsberg Nielsen, Aarhus Business College

Chapter 2 – The Distribution Chain

Strategic Alliance, a compendium made by Jeannette Bonnén based on information from

www.smallbusinessnotes.com

Integration, a compendium made by Jeannette Bonnén based on information from

www.quickmba.com/strategy

Supplementary material:

Case about Starbucks

Jyskebank.tv:

“Hornbaeks designdronning de kalder mig fru skjern”,

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“Dansk skabt millionssucces skabt efter tilfældigt besøg”, Epn.dk, 14.05.2013

“Soulland og Adax i skøn forening”, Tøj, fashion og businesstrends, PEJ-gruppen,

24.01.2013

Lecture with Mascot International – assignment about the company

Duration

20 lessons of 60 minutes

Topics and points of

focus

Learning objectives:

To learn about a company’s internal situation

To explain relevant theories and models regarding strategic planning

To analyse a company’s value chain, and upon the analysis decide the

company’s core competences and hence its competitive advantage

To analyse a company’s internal situation and future opportunities (TOWS)

To analyse the company’s generic strategies

To analyse a company’s growth strategies

To analyse en company’s portfolio and discuss strategies

Terms and models:

The value chain

The SWOT and TOWS matrices

Mission / vision statement

Portfolio analysis – the Boston Consulting Group model

Porter’s generic strategies

Growth strategies (Intensification, integration, and strategic alliance)

Areas of focus:

Economic thinking competence

Problem solving competence

Modelling competence

Tool competence

Teaching methods Lectures, oral presentation, class discussion, group work, in-class exercises

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Title 5

Macro conditions (placed during title 4)

Content Core material:

“Principles of Marketing”, Kotler and Armstrong, 6th

European Edition, Pearson, 2013

Chapter 3: Analysing the marketing environment

Duration

12 lessons of 60 minutes

Topics and points of

focus

Learning objectives:

To account for the environmental forces that affect the companies ability to serve its

customers

To distinct between a company’s internal and external situation

To distinct between a company’s micro- and macroenvironment

To analyse the company’s macroenvironment

To sum up in the SWOT model

To analyse and discuss the consequence’s of changes in the (external) environment

Terms and models:

The mircoenvironment: Customers, competitors, suppliers, intermediaries

The marcoenvironment: Demographic, economic, natural, technological,

political and cultural factors

PEST analysis

Areas of focus:

Modelling competence

Data competence

Thinking competence

Problem-solving competence

Teaching methods

Lectures, oral presentation, class discussion, group work, in-class exercises

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Title 6

Demand factors

Content Core material:

“Principles of Marketing”, Kotler and Armstrong, 6th

European Edition, Pearson, 2013

Chapter 5: Consumer markets and consumer buying behaviour

Chapter 6: Business markets and business buyer behaviour

Chapter 7: Customer-drive marketing strategy: Creating value for target customers

Supplementary material:

Handed out material about Gallup and Minerva segmentations model

Handed out compendium “The Segmentation Process” by Jeannette Timmermann Bon-

nén, source Systime

“Get Ahead – English from a Marketing Perspective ”, Anette Lind, MaiBritt Fennesfoss

Nielsen og Helle Pløger, ØKNOM, 2002

Chapter 6: Market segmentation

“Why we buy”

http://www.youtube.com/watch?v=th8wWy1l2p4

Marketing segmentation

http://www.youtube.com/watch?v=pxcNVrwkroU

http://www.youtube.com/watch?v=luEQUFWJ6oY

http://www.youtube.com/watch?v=2TNP7tt6g1E

“Køber du ind som en kvinde eller en mand”, Jyllands-Posten, 28.02.2014

“Nu skal mælken frem i butikken”, Jyllands-Posten, 28.02.2014

Duration

40 lessons of 60 minutes

Topics and points of

focus

Learning objectives:

To account for the purpose of segmentation

To account for the difference between consumer and business market

Able to use the segmentation process and choose a target group

Able to evaluate the chosen target group and discuss the choice of target group

strategy

To discuss factors affecting defining the market and deciding the size of market

Decide a company’s market

Account for models and theories to determine customers buying behaviour

To explain the difference between consumer and business market

To analyse the buying behaviour and discuss the company’s strategic options

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Terms and models:

Identify the market size

o Potential and effective market

o Estimate the markets size

Segmentation and choice of target group

o Consumer as business market

o Lifestyle models (Gallup, Minerva, and Mosaic)

o Choice of target group (SMUK)

o Target group strategy

Buying behaviour – consumer and business market

o Buying motives

o Buying needs

o Type of buy

o Buying decision process

o Buying roles/buying centre

o Relationship management

Areas of focus:

Reasoning competence

Modelling competence

Data competence

Thinking competence

Problem-solving competence

Teaching methods Lectures, oral presentation, class discussion, group work, in-class exercises

Title 7

Supply factors

Content Core material:

“Principles of Marketing”, Kotler and Armstrong, 6th

European Edition, Pearson, 2013

Chapter 18: Creating competitive advantage

Supplementary material:

“Get Ahead- English from a Marketing Perspective”, Part 2,, 2nd

edition, Anette Lind og

Mai-Britt Fennefoss Nielsen, Forlaget ØKNOM 2009

Chapter 2: Competition

Duration

14 lessons of 60 minutes

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Topics and points for

focus

Learning objectives:

Explain a company’s market

To gain knowledge about a company’s competitive situation

To analyse and discuss the competitive conditions in a industry, and how it can

affect a company’s growth opportunities

To explain relevant theories and models regarding competition

To analyse a company’s competitive positioning

To assess a company’s competitive position

Terms and models:

Market definition / description

Identification of competitors (the landscape chart)

Calculation of market share

The competitive positions

Types of competition

Competitors reaction

Competitor analysis

Perceptual map and strategic groups

Positioning, top-of-mind position, USP and ESP

The Porter’s Five Forces model

Areas of focus:

Thinking competence

Problem-solving competence

Modelling competence

Data competence

Communication competence

Teaching methods Lectures, oral presentation, class discussion, group work, in-class exercises

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Title 8

Method – research project

Content Core material:

“Principles of Marketing”, Kotler and Armstrong, 6th European Edition, Pearson, 2013

Chapter 4: Managing marketing information to gain customer insight, page 106-129

Supplementary material:

Company visit at DinRadio

Research project about DinRadio or Aqua Dyrepark – group project

“How formual one team are using big data to get the inside edge”, Forbes, November

13th

2014

“The online retailer’s christmas wish list: More data, more analytics, more brandwidth”,

Forbes, December 17th

2014

“Jawbone Jumps into employee monitoring”, Forbes, 11.12.2014

Compendium about Big data by Jeannette Timmermann Bonnén

Duration

14 lessons of 60 minutes

Topics and points for

focus

Learning objectives:

To use databases when collecting market information

Make simple market analyses

Discuss and evaluate the collected information

Terms and models:

Qualitative and quantitative methods

Primary and secondary research

Contact methods

Sampling technics

Research strategies

Survey methods

Questionnaires

Areas of focus:

Data competence

Communications competence

Problem-solving competence

Modelling competence

Tool competence

Teaching methods Lectures, oral presentation, class discussion, group work

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Title 9

The marketing mix

Content Core material:

“Principles of Marketing”, Kotler and Armstrong, 6th European Edition, Pearson, 2013

Chapter 14: Communicating customer value: integrated marketing communication strat-

egy

Chapter 15: Advertising and public relation, page 456

Chapter 8: Products, services and brands

Chapter 9: Developing new products and managing the product life cycle, page 286-291

Chapter 10: Pricing strategies, page 305-316

Chapter 11: Additional pricing considerations, page 329-330

Chapter 12: Marketing channels, page 364-366

“Introduction to Marketing”, Adam Palmer, 3rd

Edition, OUP Higher Education

Division, 2012

Chapter 11: Marketing communications, page 396-410, 412-414, 424-452

Chapter 8: Developing the product, page 267-218

Chapter 10: Channel intermediaries, page 359-360

Chapter 9: Pricing, page 307-344

Supplementary material:

“Get Ahead- English from a Marketing Perspective”, Part 2, 2nd

edition, Anette Lind,

Helle Pløger, og Mai-Britt Fennefoss Nielsen, Forlaget ØKNOM 2009

Chapter 1: The 4 P’s

Lars Grove – About the marketing mix

https://www.youtube.com/watch?v=eneYPURJRGY

https://www.youtube.com/watch?v=FRUpJq8TGTQ

The 4 P’s song

https://www.youtube.com/watch?v=zFENz_nnrq8

Group project about promotion – make a promotion campaign for a self chosen brand

Ny rapport: der er ingen vej uden om cross channel, detail.dk, 26.05.2014

“Danske detailkæder halter efter udlandet”, JP, 27.05. 2014

“Detailkæder kæmper om nethandel”, JP, 26.05.2014

“Nethandel bombe under detailhandel”, Børsen, 08.12.2014

“Her er apples geniale prisstrategi”, blog.politiken, 14.09.2010

“Isnende høje priser i fryseren”, 24timer, 23.05.2011

“Hvilken prisfastsættelsesmetode bruger I [Arla]”, arla.dk, 26.02.12

“Amerikansk gigant kaprer eb stor luns af høreapparatsalg”, JP, 06.01.2015

“Derfor er der udbrudt priskrig på høreapparater i USA”, JP, 06.01.2015

“Widex får det svært”, JP, 06.01.2015

“B&O klar med billigt våben i fladskærmskampen”, Børsen, 11.09.2014

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“The pricing strategy for the Apple Watch is insanely smart”, Business Insider,

18.05.2015

“The Apple Watch’s big pricing problem”, Harvard Business Review, 10.04.2015

https://www.youtube.com/watch?v=VhKI8cOaYLI

https://www.youtube.com/watch?v=HHcblIxiAAk

https://www.youtube.com/watch?v=d83BM07zpy4

https://www.youtube.com/watch?v=E6n61c7G6K0

Digital shopping in stores:

https://www.youtube.com/watch?v=ylgSvQp4XO8

Future supermarket:

https://www.youtube.com/watch?v=gUcuqhduWao

Handed-out compendium:

Distribution (Place) by Jeannette Timmermann Bonnén

Service Marketing by Jeannette Timmermann Bonnén, source marketingteacher.com

Place by Jeannette Timmermann Bonnén, source marketingteacher.com

“We hate indifference”: the rise of Tiger Stores, irishtimes.com, 09.12.2015

“Tiger stores in Ireland: Award-winning hours, irishtimes.com, 09.12.2015

“Just Eat UK MD: It’s like finding a fiver in an old pair of jeans”, Telegraph, 18.10.2014

“Could this finally be the end of Crocs?”, Guardian

“P&G will merge or divest more than half of its brands”, AdvertisingAge, 01.08.2014

“Apples 1986 fashion line has become fashionable for the first time”, AdvertisingAge,

“iTunes is irrelevant, Now what?” AdvertisingAge

Duration

60 lessons of 60 minutes

Topics and points for

focus

Learning objectives:

To account for product as a part of a company’s marketing mix

Explain specific factors for a service company

Analyse en company’s branding and brand-strategy

Discuss the link between product and the target group

Account for pricing as a part of the company’s marketing mix

Explain specific factors for setting prices

Analyse a company’s price strategy for a new as an existing product

Discuss the link between pricing and the target group

Account for promotion as a part of the company’s marketing mix

Explain and analyse the different promotions strategies and the communication

model

Discuss the link between promotion and the target group

Account for place as a part of the company’s marketing mix

Explain specific distribution terms (+ e-business)

Account for the different types of chains

Analyse a company’s distribution strategies and export modes

Discuss the link between distibution and the target group

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Terms and models:

Pricing methods

Pricing strategies – new and existing products

Price elasticity

Price differentiation

Product classification

Stages in the product development

The PLC curve

Branding strategy

Service

Service companies

The 7 P’s

Distribution strategy

Distribution channels

Chain forms

E-business (big data)

Promotion strategy, promotion mix, the brand awareness map, the

communication model

The marketing plan

Areas of focus:

Thinking competence

Problem-solving competence

Reasoning competence

Modelling competence

Data competence

Communication competence

Tool competence

Teaching methods Lectures, oral presentation, class discussion, group work, project work

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Title 10

Internationalisation – exam project

Content Core material:

“Global Marketing”, Svend Hollensen, 6th Edition, Pearson, 2014

Chapter 2:Initiation of Internationalization, page 53-73

Chapter 3: Internationalization theories, page 79-92

Chapter 8: Market selection process, Building a model for international market selection,

page 272-284

Chapter 8: Market selection process, Market expansion strategies, page 289-294

Chapter 10: Export modes, 347-362

Chapter 7: The sociocultural environment, page 245-267

Supplementary material:

Exams project – group assignment “Putting marketing together with an International

perspective”

“Globalisering er vores store held”, Børsen, 03.11.2015

“Popcorn start-up hits the big time...”, www.thisismoney.co.uk, 12.01.2015

“Gourmet popcorn explosion: The snack has gone from cinemas to deli counters in just a

couple of years”, independent.co.uk, 25.11. 2015

“Family business exports its gourmet popcorn to 15 markets”, www.gov.uk, case study

“Tiger continues rapid expansion as parent Zebra’s profit soar”, retail-week.com,

27.05.2015

“Tiger wants to become the Ikea of Denmark”, dailymail.co.uk, 11.09.2015

“Gourmetbager skyder gang i vækstridt” and “Udenlandsk satsning er en udfordring for

Lagekagehuset”, Børsen, April 2015

“Udlandssatsning skal gøre Lagkagehuset klar til salg”, Børsen, 14.04.2015

“Lagkagehuset skal have nyt navn”, Børsen, 28.04.2015

“Lagkagehuset ansætter fyret Danish Crown-chef”, Børsen, April 2015

“ASOS boss: Why the company is a succes”, telegraph.co.uk, October 2015

“Asos aming high – but what happens when the destination is reached?”, theguardi-

an.com, 21.10.2015

“Sun Lolly skruer op for vækstsplaner”, Jyllands-Posten, 30.07.2015

”Arla jagter vækst i Asien for at vende mælkekrisen”, Jyllands-Posten, 19.02.2015

Duration

35 lessons of 60 minutes

Topics and points for

focus

Learning objectives:

To account for different types of market selection

To explain the link between a company’s internal situation and choice of market

selection model

Analyse general and specific market conditions and explain how they affect a

company’s choice of mix-strategy

Discuss different markets suitability for becoming an export option

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To account for internal factors affecting the company’s internationalisation

To explain the link between the company’s internal situation and the

internationalisation process

Analyse the company’s internationalisation process and based here upon

discuss the company’s growth opportunities

Account for culture theories

Analyse a country’s culture

Discuss culture factors influence on an company’s choice of entry modes

Terms and models:

Market selection models

General and specific market conditions

Standard or differentiated marketing mix

Export motives

Internationalisation models

Consumer and business culture

Culture theories (layers of culture, high- and low-context cultures, elements of

culture, Hofstede’s cultural dimensions, managing cultural differences, and

convergence/divergence)

Areas of focus:

Problem-solving competence

Modelling competence

Data competence

Communication competence

Tool competence

Thinking competence

Reasoning competence

Teaching methods

Lectures, oral presentations, class discussions, group work, and group project (exam

project)

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Title 11

The international marketing mix and repetition

Content Core material:

“Global Marketing”, Svend Hollensen, 4th

Edition, Pearson, 2007

Part IV: Designing the global marketing programme, page 415-419

Chapter 14: Product decisions, page 421-424, 427-431, 437-448 and 459-462 excluding

the exhibits

Chapter 17: Communication decisions (promotion strategies), page 541-557 and 563-565

excluding the exhibits

“Introduction to Marketing”, Adam Palmer, 3rd

Edition, OUP Higher Education

Division, 2012

Chapter 8: Developing the product, page 282-293

Supplementary material:

“Appendix to export modes” by Mai Ly Nguyen – supplement to previous curriculum

about internationalization based on the textbooks “Afsætning 1” and “Afsætning 2” from

Systime A/S

“Appendix to price” by Mai Ly Nguyen – pricing issues on international markets based

on the textbooks “Afsætning 1” and “Afsætning 2” from Systime A/S

“What is value chain analysis?” by papers4you.com

Group work based on Joe & The Juice:

“Dansk juiceimperium flyder ud i verden”, Berlingske.dk, 21.08.2013

”Joe & The Juice er helt i kælderen”, Jyllands-Posten, 18.09.2015

”Joe & The Juice åbner i New York”, Berlingske.dk, 01.10.2015

Practice for oral exam based on:

“Hummel vinder andele i et svært modemarked”, Børsen, 15.05.2015

”Presset på dansk modeindustri vokser ind i 2015, Børsen, 15.05.2015

”Bestseller går ind på mega tøjmarked”, Børsen, 13.04.2015

”Miniput viser vej til storkunderne”, Børsen, 13.04.2015

”Partnerskab med Premier Is skal løfte Arlas salg”, Børsen 04.03.2015

”Innovationsbølgen er begyndt at rulle for Arla”, Børsen 04.03.2015

An extract from ”Frozen yoghurt er værre end almindelig is”, Politiken, 23.05.2015

”Vi skal værne om det eksklusive”, Jyllands-Posten, 21.11.2014

”Han får det bedste ud af bønnerne”, Jyllands-Posten, 21.11.2014

”Høj vækst for salg af luksuschokolade”, Jyllands-Posten, 21.11.2014

”Fitness-branchen slås om kunderne”, Jyllands-Posten 15.10.2014

”Nordmænd køber Fitness”, Berlingske Business, 29.04.2015

”Ny ejer vil give polakker billig fitness”, Berlingske Business, 29.04.2015

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Written assignments based on:

“Bestsellers bundlinje dykker med 700 mio. kr.”, Jyllands-Posten, 27.11.2015

”Womenswear in Vietnam”, Euromonitor International, February 2016

Company profile about McDonald’s, Gyldendal, 1997

”Fast food in Denmark”, Euromonitor International, June 2015

Company shares on the Danish fast food market, Euromonitor International

“Danskerne er vilde med hjemmelavet mad – hvis det kan tilberedes i en ruf”,

Jyllands-Posten, 21.01.2016

”De nye burgerbarer har indtaget byen”, JP Aarhus, 20.02.2016

Teacher’s PowerPoints and students’ own examples for their oral presentations.

Duration

25 lessons of 60 minutes

Topics and points of

focus

Learning objectives:

To account for different types of market selection methods

To explain the connection between the company’s internal situation and type of

market selection methods

Analyse general and specific market conditions and explain how they affect the

company’s international marketing mix

To explain each of the 4 P’s as part of the company’s overall international

marketing mix

To explain the connection between the company’s international marketing mix

and its target group(s) on the foreign market

To explain the special conditions for service companies when globalizing

To explain the special conditions for promotion on international markets

To analyse a company’s international branding strategy

To analyse a company’s export modes

Repetition

Terms and models:

Internationalization motives

Export readiness

Market selection methods

Internationalization models

The different purposes of the marketing mix on the B2B and B2C markets

Standardized and adapted marketing mix

The 7 P’s

Branding strategies when globalizing

Communication issues when globalizing in terms of culture and language

Export motives

Pricing issues when globalizing in terms of price escalation and currencies

Repetition of segmentation on the B2B and B2C market, consumer and business

buying behaviour, lifestyle models, analysis of the competitive situation, the

support activities in the value chain, and the microenvironment

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Areas of focus:

The thinking competence

The problem-solving competence

The modelling competence

The reasoning competence

The data processing competence

The communication competence

The tool competence

Teaching methods

Lectures, group work, oral presentations, discussions in class, written assignments,

individual assignments, and individual presentations