Introduction to Marketing

Study Board of BSc in Economics and Business Administration

Teaching language: English
EKA: B220028402
Censorship: Second examiner: None
Grading: 7-point grading scale
Offered in: Soenderborg
Offered in: Spring
Level: Bachelor

Course ID: B220028401
ECTS value: 5

Date of Approval: 19-08-2022

Duration: 1 semester

Course ID


Course Title

Introduction to Marketing

Teaching language


ECTS value


Responsible study board

Study Board of BSc in Economics and Business Administration

Date of Approval


Course Responsible

Name Email Department
Svend Hollensen Business-to-Business Marketing og Supply Chain Management

Offered in




Offered in



1 semester

Aim and purpose

Marketing is one of the key business administration courses, thus forming, together with the other key business administration courses, the core of the building of students’ business economic competencies.  

The course competence profile explicitly focuses on developing student knowledge of theories and methods which can be applied to structure, describe, analyse and solve marketing-related issues in a company, as well as 2 techniques for analysing data which can be used to conduct market analyses and solve marketing-related issues. The course also develops skills enabling students to formulate and assess theoretical as well as practical marketing issues, formulate and substantiate solutions and communicate these to peers. The developed knowledge and skills are to enable students to handle and carry out activities related to the company’s marketing function. 


•Marketing's role in modern businesses 
•Market and situation analysis, as well as methods for the analysis of industries and their development 
•Gathering of market information from secondary databases/sources 
•Buyer behaviour in the B2B market 
•Buyer behaviour in the B2C market 
•Market orientation, customer value, satisfaction and loyalty 
•Segmentation and positioning 
•Branding and brand equity 
•Product development and strategy 
•Marketing channels and distribution strategy 
•Pricing strategy 
•Promotional and communication strategy 
•Digital marketing 
•The service process 
•Planning and control 

Learning goals

It is the aim of the course that the student concerning the course's theories, models, concepts and methods has:

Description of outcome - Knowledge

The student can
•Argue for choice of theories and models which can help to clarify and analyse the issue.

Description of outcome - Skills

The student can:
•Conduct an analysis of the company's market opportunities/market threats to identify and outline a specific practical marketing-related issue.
•Identify what information is necessary for the analysis of the issue by applying the selected theories.
•Gather required information (to the extent possible). 
•Analyse the issue by using the selected theories and the information, as well as any necessary, explicit assumptions. 

Description of outcome - Competences

The student can:
•Present analysis and results in a report, which is well-structured, documented and follow academic standards. 
•Argue for and present proposals for an action plan, including implementation and control. 
•Make budgetary considerations for the proposed action plan. 


Hollensen, S. (latest edition). Marketing management: A relationship approach. Pearson Education.

Selected articles which will be announced at the start of the semester.

Teaching Method

The aim and purpose of this course is achieved through lectures, student studies of video material as a supplement to the textbook/articles, as well as project work. The purpose of the lectures is to provide an overview of the course and the requirements for student performance and learning objectives. Textbook, videos and supervision aim to create an understanding of the course's central issues, theories and models. In the project work, the student must, based on a selected company or market-oriented organisation, identify, outline, analyse and solve a specific marketing-related issue using the course's theories and methods. Thus, the project work is pivotal to achieving the course's learning objectives. 

The project work is supported via supervision. Requirements for the content of the final project report will be announced on the course's page on ItsLearning. The project report is to be written individually and handed in at the end of the semester.


Scheduled classes:
10 lectures of 2 hours during the spring term.
2 lectures of 2 hours from SDUB, inclusive exercise sessions.
Individual supervision.

The educational activities translate into an estimated indicative allocation of workload for an average student in the following way: 
Lectures: 24 hours
Preparation: 51 hours
Project report work: 60 hours
Total: 135 hours

Examination regulations





Exam: June.
Reexam: August.

For students taking the course as a supplementary course after admission to the master's program the following applies:
The student must pass the exam no later than 6 months after commencing his/her studies. 





Form of examination

Take-home assignment


Second examiner: None


7-point grading scale


Student Identification Card - Date of birth




No specific indication of time.


A maximum of 10 pages.

Examination aids

All exam aids allowed.

Assignment handin

Digital submission via "Digital Exam".

ECTS value


Additional information

An individual assignment of max. 10 pages. The assignment must be based on a problem chosen by the student her/himself. 

Prior to the examination a number of questions will be handed out and the problem statement should cover these questions.
The preface and the problem statement are to be approved by the teacher.

Supplemental information on reexam in the same exam term:
Reexamination, if any, can be based on the same problem statement, it is, however, also possible to define a new problem. 



External comment

NOTE - This course is identical with the former course 83113X01/ Odense: 83113301 Sønderborg: 83113501 Supplementary course, Marketing.
Used examination attempts in the former identical course will be transferred.
Courses that are identical with former courses that are passed according to applied rules cannot be retaken.

Courses offered

Offer period Offer type Profile Education Semester
Spring 2023 Mandatory Supplering - alle byer / E19 - F20 - E20 - F21 - E21 - F22 - E22 Bachelor of Science in Economics and Business Administration | Bachelor of Science (BSc) in Economics and Business Administration | Esbjerg, Soenderborg, Slagelse, Odense, Kolding
Spring 2023 Exchange students

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