Marketing Management 1





Offered by

Global Business Engineering




Admission requirements for the Global Business Engineering Programme.

Main purpose

purpose of the course is to obtain wide market-oriented knowledge in marketing
management and develop skills in order to be able to conduct a complete
marketing plan for any business/organisation and product/service using relevant
theories and models to identify, design and choose between alternative operational,
tactical and strategic marketing possibilities.


The students are introduced to core theories and models within marketing management to have knowledge about:

  • use and limitations of macro and micro environmental analysis
  • the competitive environment in which the company operates
  • how to develop a cohesive marketing strategy for companies operating in B2B and B2C markets
  • customer value, satisfaction and loyalty as the basis for all successful marketing strategies
  • customer behaviour and how purchase decisions are made at the individual, group and organizational level
  • dimensions of sustainable marketing and corporate social responsibility
  • market segmentation criteria, target group definition and what constitutes a competitive marketing positioning strategy
  • how to develop a marketing mix.


At the end of this course, and having completed the essential reading and activities, the students should be able to

  • apply core theories and models within marketing management to practical marketing problems while acknowledging their use and limitations
  • perform a macro environmental analysis
  • perform a competitor analysis regarding identification of competitors, their goals, strategies and marketing mix
  • perform an industry analysis on attractiveness
  • identify key markets and customer trends with their possibilities and threats
  • analyse customer behaviour in both consumer and business markets, determine customer needs and determine how product purchase decisions are made
  • identify elements of sustainable marketing in a company's marketing strategy
  • segment markets in order to determine appropriate target groups and to develop a fitting strategy and positioning to cover their needs while being competitive
  • identify and chose amongst alternative growth strategies
  •  execute the strategy with an effective marketing mix comprising concepts such as brand equity, product strategy, product life cycle management, service management for services, choosing an appropriate pricing strategy, managing distribution channels and mass/personal/digital communication


After a successful completion of the course the student will have the competencies to:

  • identify, analyse and evaluate a company's strength and weaknesses in a relevant external marketing environment
  • use dimensions of BTB and BTC customer behaviour in marketing planning
  • analyse and evaluate strategic marketing challenges in relation to overall market trends and developments
  • examine marketing approaches to sustainable marketing
  • design a competitive marketing strategy encompassing segmentation, target group definition and positioning
  • identify, discuss and recommend a marketing mix to a given strategic market situation


Teaching methods and study activities

Duration: 1 semester - 137,5 hours of student work load.

Activities during the course:
The teaching methods will be a combination of class work, pair work, group work and problem based tuition.
The students are required to participate actively in the lessons.

Ongoing evaluation and feedback during the course
During the course there will be a number of individual and group assignments.


​Principles & Practice of Marketing, latest edition
David Jobber & Fiona Ellis-Chadwick
Publisher: McGraw-Hill​



Prerequisites for exam:
Approved mandatory group presentation
Exam type:
4-hour written exam with external examiner.
The examination accounts for 100 % of the final grade..

Tools allowed:
All aids are allowed except access to the Internet.

Please note that re-examinations may take a different form than the ordinary exams.

Grading criteria

​7-point scale

Additional information


Kirsten Nørgård Jepsen

Valid from

2/1/2022 12:00:00 AM

Course type


Marketing plan, B2B, B2C, Macro and micro environment, competitive environment, customer behaviour, segmentation, competitive strategy, marketing mix, sustainable marketing, corporate social responsibility