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1 course 3: Marketing Classics, Theory and Evolution Om kurset Uddannelse Hjemmeside Kursustype Tilmelding Fagmodul i Virksomhedsstudier Fagmodulskursus Through STADS selfservice from 1st December to 15th December : Link to STADS selfservice Questions regarding registration can be directed to Pernille Marie Storgaard, pernil@ruc.dk, phone Kursus starter Kursus slutter Undervisningstidspunkt Wednesdays from (incl. excercises from ) The course is held in Auditorie 17/18 Forudsætninger Recommended academic qualifications: Before the start of the Business Studies module, students are required to have acquired knowledge, skills and competences corresponding to the available courses in social science methodology, project methodology and information retrieval, as well as the course in basic social science methodology or the basic social science course in the theory of science, from the basic part of the Bachelor in Social Sciences. Students must be able to read academic texts in The course is part of the overall subject module in Business Studies. According to 1 Purpose the module in Business Studies: gives students the ability to apply aspects of key business economics theory and methodology to company analysis. Students develop and substantiate knowledge of company processes and business economics problems. provides students with an understanding of interdisciplinary approaches, including financial, organisational and managerial aspects of companies and processes deployed in the corporate field develops students ability to grasp complex problems, collate and process relevant information, and draw up accurate conclusions and analyses in aspects of business administration. The Business Studies module also aims to qualify students for entry to a Master s programme in Business Administration (and for social science bachelors also entry to the MSc programme in Company Management: Social Entrepreneurship and Management) or related Master s programmes. 2. Bachelor programmes at Roskilde University comprise two modules, of which this may be one. The module is prescribed to 35 ECTS credits. Classic marketing theory and development The marketing course provides students with basic knowledge of five decades of marketing theories. The focus is on the development of basic theory as found in the most important journals. Content The following subjects are covered: marketing as a science, consumer marketing (B2C), industrial marketing (B2B), service marketing, macro-marketing. Marketing as science, consumer marketing (B2C), business marketing (B2B), service marketing, and macromarketing. Undervisningsform Bedømmelseskriterier 10 lectures, each followed by two hours of voluntary exercise The purpose of the course is to enable students to acquire: Knowledge of: basic terminology and ways of thinking about marketing, as presented in prominent academic journals Skills in: identifying, analysing, explaining and applying marketing theory in empirical situations, described on the basis of specific business environments, with a view to choosing between the options facing a company communicating the results convincingly and in everyday language

2 Competences to: deal with complex marketing decisions by possessing knowledge of relevant theory and applying it in practice work with marketing and other professionals on business economics issues identify their own personal development needs. Eksamensform Form of examination: The course is examined via an individual, written compulsory assignment. The assignment is set at least 14 days before the end of the course, and must be submitted no later than the day after the final lecture. The task consists of a case study, which is discussed using relevant marketing theories from the syllabus. In the paper, the following five headings must be used to structure the answer. The overall paper must not exceed 700 words, excluding bibliography, broken down in the following manner between each of the five categories: Problem statement (max. 150 words) Marketing concept/theories (max. 200 words) Alternatives (max. 150 words) Recommendations (max. 100 words) Rationale (max. 100 words) If the paper deviates from these specifications it will be refused assessment, and one examination attempt will be deemed to have been used up. The same provisions apply to make-up examinations. Assessment: Pass/No pass Moderation: None. Reeksamensform Students whose papers fail to achieve a pass grade may apply to re-sit the examination. The re-examination is an individual, compulsory written assignment. The task consists of a case study, which is discussed using relevant marketing theories from the syllabus. In the paper, the following five headings must be used to structure the answer. The overall paper must not exceed 700 words, excluding bibliography, broken down in the following way between each of the five categories: Problem statement (max. 150 words) Marketing concept/theories (max. 200 words) Alternatives (max. 150 words) Recommendations (max. 100 words) Rationale (max. 100 words) If the paper deviates from these specifications it will be refused assessment, and one examination attempt will be deemed to have been used up. Eksamenstidspunkt Undervisningsmaterialer Wednesday 2 April 2014, 9.00 o'clock - Wednesday 16 April 2014, 9.00 o'clock. All required readings are to be downloaded individually by each student. Slides will be posted online. Different kinds of marketing research published by the lecturer will be used in class and for exercises. Kursussekretær Rikke Krogh ( rkrogh@ruc.dk ) kursusgange Lecture 1: Marketing as science Tidspunkt 12/ kl. 08:30-12:45

3 Kommentar Philosophy of science Exercise 1 Read the article: Shaw, E.H. and Jones, D.G.B. (2005) A History of Schools of Marketing Thought, Marketing Theory, 5, pp Pay attention to Table 1 and select ONE preferred school of thought Examine its key concepts and theories Relate them to J. Paul Peter s article and discuss how the school views: the nature of reality, the nature of truth and incommensurability Answer the following questions: Why did you select your school of thought? How does it view: reality, truth and incommensurability? How will this impact your understanding of marketing? Arndt, Johan (1985) On Making Marketing More Scientific: Role of Orientations, Paradigms, Metaphores, and Puzzle Solving, Journal of Marketing, 43 (Summer), pp Deshpande, Rohit and Frederick E. Webster (1989), Organizational Culture and Marketing: Defining the Research Agenda Journal of Marketing, 53 (1), pp Peter, Paul J. (1992) Realism or Relativism for Marketing Theory and Research: A Comment on Hunt s Scientific Realism, Journal of Marketing, (April), pp Peter, Paul J and Jerry C. Olson (1983), Is Science Marketing? Journal of Marketing, Fall, pp Lecture 2: Marketing as science Tidspunkt 19/ kl. 08:30-12:45 Exercise 2 Read and reflect on: Peter, Paul J and Jerry C. Olson (1983), Is Science Marketing? Journal of Marketing, Fall, pp Use the ideas and arguments presented there to analyse the article: Gummesson, Evert (2002), "Practical Value of Adequate Marketing Management Theory," European Journal of Marketing, 36 (3), pp What clues of egocentric marketing (of marketing ideas in the form of concepts, methods substantive theories) can you find in his text? Summarise these clues and compare them. What is your conclusion? Materialer Schools of thought in marketing Shaw, E.H. and Jones, D.G.B. (2005) A History of Schools of Marketing Thought, Marketing Theory, 5, pp Gummesson, Evert (2002), "Practical Value of Adequate Marketing Management Theory," European Journal of Marketing, 36 (3), pp Lecture 3: Consumer marketing Tidspunkt 26/ kl. 08:30-12:45

4 Exercise 3 Reflect on the text-analytic results from consuming fast food and internet bank in: Mattsson, Jan and Helge Helmersson (2007), Eating Fast-food: Attitudes of High-school Students, International Journal of Consumer Studies, 31(1), pp Mattsson, Jan and Helge Helmersson (2005), Internet Banking: Modeling the E-competence of Customers with a Text Analytic CIT Approach, International Journal of Bank Marketing, 23 (6), pp What kind of consumer behaviors (such as opinions, values and myths) can you find? If you accept the projective hypothesis, what personality traits emerge? Consumer behaviour Hirschman, Elizabeth and Morris Holbrook (1982), Hedonic Consumption: Emerging Concepts, Methods and Propositions, Journal of Marketing 46 (3), pp Levy, Sydney (1981), Interpreting Consumer Mythology: A Structural Approach to Consumer Behavior Journal of Marketing (Summer), pp Lecture 4: Consumer marketing Tidspunkt 05/ kl. 08:30-12:45 Exercise 4 Study the results of brand value from: Barnes, Stuart and Jan Mattsson (2011), Exploring the Fit of Real Brands in the Second Life Virtual World, Journal of Marketing Management, 40, pp Compare brand value with brand equity. What differs? What determines if a brand fits the virtual world? Which of the brands in Second Life do you think was most successful? Why? Marketing concept and brand equity Kotler, Philip and Sidney J. Levy (1969), Broadening the Concept of Marketing Journal of Marketing (January), pp Keller, Kevin (1993), Conceptualizing, Measuring, and Managing Customer-based Brand Equity Journal of Marketing, 57 (January), pp Lecture 5: Business marketing Tidspunkt 12/ kl. 08:30-12:45 Exercise 5 Find empirical examples in the paper below in support of the KMV (Commitment-Trust) model of relationship marketing. Friman, Margareta, Gärling, Tommy, Millett, Bruce, Mattsson, Jan and Johnston, Robert (2002), Analysis of International Business- to-business Relationships based on the Commitment Trust theory, Industrial Marketing Management, 31 (5), pp What factors do you think matter most to build trust? Why is opportunistic behavior negative?

5 Buyer-seller relationships Arndt, Johan (1979) Towards a Concept of Domesticated Markets, Journal of Marketing, 43 (Autumn), pp Dwyer, Robert F., Schurr, Paul H. and Oh, Sejo (1987), Developing Buyer-Seller Relationships, Journal of Marketing, 52 (2), pp Levitt, Theodore (1960) Marketing Myopia, Harvard Business Review, 38 (July-August), pp Lecture 6: Business marketing Tidspunkt 19/ kl. 08:30-12:45 Exercise 6 Read: Mattsson, Jan and Poulfelt, Flemming, (2009), Relationships and Value Creation in Knowledge Intensive Firms, Ledelse og Erhvervsøkonomi 1/2009, pp The texts below are taken form the above article. The B2B context is as follows: a for-hire consultant on his first day on the B2B job integrating IT-systems around regional health care units. Values are coded with a letter combination in the texts. Questions for Event 1: What are your conclusions about the business relationship initially? What values seemed to be important? Questions for Event 2: Circumstances changed. How? What (values) could be improved? How could this be done? Event 1: The project director, who is in charge of the entire IT project for the health region came up and sat down with our work group, it turned into a spontaneously meeting, I had the chance to present myself and I felt welcome (E-E)...he looked straight into my eyes and explained things well (L-L) to me... and as he is the top guy of the entire IT project I felt happy (E-E) that he took the time to talk directly to a newcomer... and he explained well different abbreviations (L-L) used by them. This felt good (E-E). Event 2: At eight o clock we started work and we all went to our work room which contained four work spaces, but we were five in total in this room... I felt lost -(P-E) and I did not know what to do -(L-P) on the first day you want to do something... you want your log in details and other information (P-L)... Nature of business marketing Stern, Louis W and Torger Reve (1980) Distribution Channels as Political Economies: A Framework for Comparative Analysis Journal of Marketing, 44 (Summer), pp Webster, Frederick E. (1992), The Changing Role of Marketing in the Corporation Journal of Marketing (October), 56 (4), pp Lecture 7: Service marketing Tidspunkt 26/ kl. 08:30-12:45 Exercise 7 Read the paper: Liljander, Veronika and Mattsson, Jan (2002), Impact of Customer Pre-consumption Mood on the Evaluation of Employee Behaviour in Service Encounters, Psychology and Marketing, 19 (10), pp Interpret the findings in Table 4. How do moods impact customer evaluations of contact employees during service encounters? What are the managerial implications? In which one of the three stages of service research (Fisk et al, 1993, see above) would you put the paper for the exercise? Evolution of service research

6 Fisk, Raymond, P., Brown, Stephen W. and Mary-Jo Bitner (1993), Tracking the Evolution of the Service s Marketing Literature, Journal of Retailing, 69 (1), pp Shostack, Lynn (1977) Breaking Free from Product Marketing, Journal of Marketing, 41 (April), pp Lecture 8: Service marketing Tidspunkt 02/ kl. 08:30-12:45 Exercise 8 Read: De Ruyter, Ko, Wetzels, Martin, Lemmink, Jos. and Jan Mattsson (1997), The Dynamics of the Service Delivery Process: A Value-based Approach, International Journal of Research in Marketing, 14 (3), July, pp Study Table 5. In which museum track were visitors most satisfied? Which stages had an impact on overall satisfaction? What can museum managers do to improve visitor satisfaction? Experiencing the service encounter Arnould, Eric and Linda Price (1993), River Magic: Extraordinary Experience and Hedonic Aspects of Service Encounters Journal of Consumer Research, 20 (June), pp Vargo, Stephen and Robert F. Lusch (2004), Evolving to a New Dominant Logic for Marketing, Journal of Marketing, 68 (January), pp Lecture 9: Macromarketing Tidspunkt 09/ kl. 08:30-12:45 Exercise 9 Read: Mattsson, Jan and Praesto, Anja (2005), The Creation of a Swedish Heritage Destination: An Insider s Entrepreneurial Marketing View, Scandinavian Journal of Hospitality and Tourism, 5 (2), pp Look at Table 1 and the societal actors involved. Summarize the impact of the project In Arn s Footsteps on the Västra Götaland region. What problems did Anja encounter in her macromarketing efforts? What can we learn from these? Marketing s impact on society Alderson, Wroe (1958) The Analytical Framework for Marketing, in D.J. Duncan (ed.) Proceedings: Conference of Marketing Teachers from Far Western States, University of California, Berkeley, pp Pollay, Richard W. (1986) The Distorted Mirror: Reflections on the Unintended Consequences of Advertising, Journal of Marketing, 50 (April), pp Lecture 10: Macromarketing Tidspunkt 16/ kl. 08:30-12:45

7 Exercise 10 Go to the homepage of: inugeyou.com Explore the kind of nuge projects this Outreach Platform undertakes. Analyse how their advertising is shaped in different media in society. Are there limits to the effectiveness of nudging? Compare nudge advertising with those of e.g. Missing People and Medecins Sans Frontiers. What differences can you see? Understanding marketing in society Wilkie, William. L. and Elizabeth Moore (2012) Expanding our Understanding of Marketing in Society, Journal of the Academy of Marketing Science, 40, pp STADS stamdata Fagmodulskursus Belastning : 5 ECTS Aktivitetskode : U25502 Prøveform : Hjemmeopgave Bedømmelse : Bestået/ikke bestå Censur : Intern censur