Marketing Management, 2nd semester

Teaching Methods

All teaching and counselling is in oral and written English. You will experience a lot of different teaching methods such as lectures, presentations, dialogue, exchange of experiences, group work, independent studies, portfolio work and a project work at the end of the module.

Conditions

In order to complete the module and obtain a certificate, the student has to:

• Show up for the mandatory learning activities (guests or company visits).
• Keep the deadlines regarding handing in final problem statements, approval, hand in reports, show up and pass exams.

Tuition Fee

Not applicable for EU/EEA-students and exchange students from partner institutions, all other students must pay. In this case, please send an e-mail to international@ucl.dk to learn more.  

Activity 1

Type of Activity

Mandatory Course

Name

International Marketing

ECTS

8

Workload

Approx 5-6 lessons per week and the same in homework

Learning Outcome

The learning objectives are based on the 2 national course elements:

1. Marketing plan - strategy and tactics
2. Marketing plan - implementation
   
   

1) The marketing plan – strategy and tactics

Content

The subject element includes the development of marketing strategies, including audience selection, positioning and preparation of communication and sales strategy, taking the budget and the company’s earning goals into account. The subject element also includes the development of a strategic and tactical marketing plan for the B2C and the B2B market. It also includes pricing methods based on supply and demand conditions, as well as the company’s cost ratio. In addition, the subject element includes scenarios and legal aspects within marketing and sales.

Knowledge

The student will gain knowledge about:

• the marketing plan’s structure including relevant marketing strategies and the tactical structure of the marketing plan
• and can understand the practical and centrally applied theory and method, and can also understand the marketing plan’s content and structure.

Skills

The student will get the skills to:

• apply the profession’s key methods and tools and be able to apply the skills related to outlining a marketing plan and evaluating this,
• assess the practice-oriented issues as well as outline and choose strategic and tactical solutions for the marketing plan,
• communicate practice-oriented issues and possible solutions to business partners and users in relation to a specific marketing plan.

Competencies

The student will learn to:

• manage development-oriented situations related to marketing planning for companies operating in B2B and B2C markets,
• participate in academic and interdisciplinary collaboration with a professional approach in relation to the marketing plan,
• in a structured context, acquire new knowledge, skills and competencies in relation to marketing planning on a strategic and tactical level.

2) The marketing plan - implementation

Content

The subject element includes the implementation of the marketing plan in practice and the action plan for this, including securing the company’s earnings and following-up on objectives, as well as budget control.     

     The subject element focuses on the preparation of marketing materials, including the marketing mix’s use in practice. The subject element also contains the company’s sales planning and the different phases of the sale, as well as risk assessment of the plan and evaluation of its effectiveness.

Knowledge

The student will gain knowledge about:

• the follow-up and evaluation of the marketing plan, including the practical application of the marketing mix,
• and understand the practice, centrally applied theory and methodology in relation to the preparation of the actual marketing material and related budgets.

Skills

The student will get the skills to:

• use key methodologies and tools to develop a practice-oriented and detailed operational marketing plan,
• evaluate the practice-oriented issues as well as outline and choose solutions in relation to the operational marketing plan.
• communicate practice-oriented issues and possible solutions to business partners and users in relation to the operational marketing plan.

Competencies

The student will learn to:

• undertake development-oriented situations related to the implementation of the operational marketing plan,
• participate in academic and interdisciplinary cooperation with a professional approach in relation to the company’s work with internal and external partners in the preparation of an operational marketing plan,
• in a structured context, acquire new knowledge, skills and competencies in relation to ensuring the fulfilment of the company’s operational marketing plan.

The learning objectives appear from the national part of the Course Curriculum.

Activity 2

Type of Activity

Mandatory Course

Name

Economics

ECTS

9

Workload

Approx 6 lessons per week and the same in homework

Learning Outcome

The learning objectives are based on the 2 national course elements

1. Marketing plan – strategy and tactics
2. Marketing plan – implementation

The learning objectives appear from the national part of the Course Curriculum.

The learning objectives are listed under Activity 1 above.

Activity 3

Type of Activity

Mandatory Course

Name

Supply Chain

ECTS

2

Workload

Approx 1 lessons per week and the same in homework

Learning Outcome

The learning objectives are based on the 2 national course elements

1. Marketing plan – strategy and tactics

The learning objectives appear from the national part of the Course Curriculum.

The learning objectives are listed under Activity 1 above.

Activity 4

Type of Activity

Mandatory Course

Name

Business Law

ECTS

2

Workload

Approx 1 lessons per week and the same in homework

Learning Outcome

The learning objectives are based on the 2 national course elements

1. Marketing plan – strategy and tactics

The learning objectives appear from the national part of the Course Curriculum.

The learning objectives are listed under Activity 1 above.

Activity 5

Type of Activity

Mandatory Course

Name

Sales

ECTS

4

Workload

Approx 2-3 lessons per week and the same in homework

Learning Outcome

The learning objectives are based on the 2 national course elements

1. Marketing plan – strategy and tactics
2. Marketing plan – implementation

The learning objectives appear from the national part of the Course Curriculum.

The learning objectives are listed under Activity 1 above.

Activity 6

Type of Activity

Mandatory Course

Name

Market Communication

ECTS

5

Workload

Approx 3-4 lessons per week and the same in homework

Learning Outcome

The learning objectives are based on the 2 national course elements

1. Marketing plan – strategy and tactics
2. Marketing plan – implementation

The learning objectives appear from the national part of the Course Curriculum.

The learning objectives are listed under Activity 1 above.

The marketing plan (Test parts 1+2+3+4) Content

The semester exam session consists of 4 test parts. The four tests are described further in this section.

The student must work methodically with present business-related areas of investigations. For test part 4, the basis for the report is collection and analysis of primary, qualitative data.

All of the exams must be passed individually. Each test part is shown with an individual grade on the final diploma. The marketing plan is shown with one collective grade on the final diploma based on the weight of the ECTS and calculated as an average of these.

Test 1: Business law (2 ECTS)

Test part 1 of the marketing plan is a written test, where the student methodically must answer central, up-to-date business-related areas of investigations in a business law context.

Examination type: Individual, written 1-hour test.

Test 2: Sales (4 ECTS)

Test part 2 in the marketing plan the student must demonstrate business related skills within personal sales in the shape of a presentation of personal business competencies which have been gained during the education compared to a future internship – or business.

Examination type: Verbal, individual 20 min. test.

Test 3: Economics (9 ECTS)

For test part 3 of the marketing plan the student must methodically calculate and answer central, current and business-related areas of investigation in a locally based business context.

Examination type: Individual, written 4-hour test.

Test 4: International marketing and market communication (15 ECTS)

As part of test part 4 the student must demonstrate working out the marketing plan step by step from a strategic level to the operational implementation in a locally anchored business context. This has a special focus on skills within SME, business goals, marketing mix and producing a targeted receiver-orientated communication product. The primary, qualitative data must be used for documentation for one or more of the above mentioned issues.
This test also can include topics from the Supply chain module.

Examination type:
The exam consists of a written, individual report to be handed in prior to an individual, oral examination. The individual, oral examination has the duration of 20 min.