Students must be able to read academic texts in English.

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course 3: Marketing Classics, Theory and Evolution

Om kurset

Fag Fagmodul I Erhvervsøkonomi – HA, ét fags fagmodul Kursustype Fagmodulskursus

Undervisningssprog Engelsk

Tilmelding _{Through STADS selfservice from 1st December to 15th December :}_{Link to STADS}

selfserviceQuestions regarding registration can be directed to Pernille Marie Storgaard, pernil@ruc.dk, phone 4674-2679

Kursus starter 12-02-2014 Kursus slutter 16-04-2014

Undervisningstidspunkt _{Wednesdays from 8.30-12.45 (incl. excercises from 10.45-12.45)} The course is held in Auditorie 17/18

Forudsætninger _{Students must be able to read academic texts in English.}

Formål _{The course is part of the overall subject module in Business Administration. According to § 1} “Purpose” the module in Business Administration:

• gives students the ability to apply aspects of key business economics theory and methodology to company analysis

• provides students with an understanding of interdisciplinary approaches, including

financial, organisational and managerial aspects of companies and processes deployed in the corporate field. The interdisciplinary approach also includes socio-economic, sociological and planning perspectives.

• teaches students about project-management theories and methodology, and about how to explain and analyse project work and management in companies from sociological and economic perspectives. The students must be capable of participating in and organising projects.

• develops students’ ability to grasp complex business economics problems, collate and process relevant information and draw credible conclusions with regard to business economics situations, including in the project society and in relation to project organisation within companies and organisations.

The BSc of Business Administration module also aims to qualify students for entry to a Master's programme in Social Sciences in Economics and Business Administration, the international MSc programme in Social Entrepreneurship and Management, or related Master's programmes.

1.2. The module is included in Roskilde University's Bachelor Study Programme in Social Science. The module is prescribed to a total of 70 ECTS credits

Indhold _{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 _{10 lectures, each followed by two hours of voluntary exercise} Bedømmelseskriterier _{The purpose of the course is to enable students to acquire:}

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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 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.

Students whose papers fail to achieve a pass grade may apply to re-sit the examination. Assessment: Pass/No pass

Moderation: None

Reeksamensform _{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.

The same provisions apply to make-up examinations.

Eksamenstidspunkt _{Wednesday 2 April 2014, 9.00 o'clock - Wednesday 16 April 2014, 9.00 o'clock.} Undervisningsmaterialer _{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.

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Kursussekretær Rikke Krogh ( rkrogh@ruc.dk ) Underviser Jan Mattsson ( mattsson@ruc.dk )

kursusgange

Lecture 1: Marketing as science

Tidspunkt 12/02-2014 kl. 08:30 - 12:45 Undervisningssprog Engelsk

Underviser Jan Mattsson ( mattsson@ruc.dk ) Ekstern underviser _{Held in room Auditorie 17/18} Indhold _{Philosophy of science} Kommentar _{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. 249-281.

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?

Litteratur _{Arndt, Johan (1985) ”On Making Marketing More Scientific: Role of Orientations, Paradigms,} Metaphores, and Puzzle Solving, Journal of Marketing, 43 (Summer), pp. 11-23. Deshpande, Rohit and Frederick E. Webster (1989), “Organizational Culture and Marketing: Defining the Research Agenda” Journal of Marketing, 53 (1), pp. 3-15. Peter, Paul J. (1992) ”Realism or Relativism for Marketing Theory and Research: A Comment on Hunt’s Scientific Realism”, Journal of Marketing, (April), pp. 72-79. Peter, Paul J and Jerry C. Olson (1983), ”Is Science Marketing?” Journal of Marketing, Fall, pp. 111-125.

Lecture 2: Marketing as science

Underviser Jan Mattsson ( mattsson@ruc.dk ) Ekstern underviser _{Held in room Auditorie 17/18} Formål _{Exercise 2}

Read and reflect on: Peter, Paul J and Jerry C. Olson (1983), ”Is Science Marketing?” Journal of Marketing, Fall, pp. 111-125.

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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. 325-348.

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? Indhold _{Schools of thought in marketing}

Litteratur _{Shaw, E.H. and Jones, D.G.B. (2005) A History of Schools of Marketing Thought, Marketing} Theory, 5, pp. 249-281. Gummesson, Evert (2002), "Practical Value of Adequate Marketing Management Theory," European Journal of Marketing, 36 (3), pp. 325-348

Lecture 3: Consumer marketing

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. 117-121. 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. 470-483. What kind of consumer behaviors (such as opinions, values and myths) can you find? If you accept the “projective hypothesis”, what personality traits emerge?

Indhold _{Consumer behaviour}

Litteratur _{Hirschman, Elizabeth and Morris Holbrook (1982), ”Hedonic Consumption: Emerging Concepts,} Methods and Propositions”, Journal of Marketing 46 (3), pp. 92-101. Levy, Sydney (1981), “Interpreting Consumer Mythology: A Structural Approach to Consumer Behavior” Journal of Marketing (Summer), pp. 49-61.

Lecture 4: Consumer marketing

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. 1-25.

Compare brand value with brand equity. What differs? What determines if a brand “fits” the virtual world?

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Indhold _{Marketing concept and brand equity}

Litteratur _{Kotler, Philip and Sidney J. Levy (1969), “Broadening the Concept of Marketing” Journal of} Marketing (January), pp. 10-15. Keller, Kevin (1993), ”Conceptualizing, Measuring, and Managing Customer-based Brand Equity” Journal of Marketing, 57 (January), pp. 1-22.

Lecture 5: Business marketing

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. 403-409.

What factors do you think matter most to build trust? Why is opportunistic behavior negative?

Indhold _{Buyer-seller relationships}

Litteratur _{Arndt, Johan (1979) ”Towards a Concept of Domesticated Markets”, Journal of Marketing, 43} (Autumn), pp. 69-75. Dwyer, Robert F., Schurr, Paul H. and Oh, Sejo (1987), ”Developing Buyer-Seller Relationships”, Journal of Marketing, 52 (2), pp. 11-27. Levitt, Theodore (1960) ”Marketing Myopia”, Harvard Business Review, 38 (July-August), pp. 24-37.

Lecture 6: Business marketing

Read: Mattsson, Jan and Poulfelt, Flemming, (2009), ”Relationships and Value Creation in Knowledge Intensive Firms”, Ledelse og Erhvervsøkonomi 1/2009, pp. 35-48.

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

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(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)...”

Indhold _{Nature of business marketing}

Litteratur _{Stern, Louis W and Torger Reve (1980) ”Distribution Channels as Political Economies: A} Framework for Comparative Analysis” Journal of Marketing, 44 (Summer), pp. 52-64. Webster, Frederick E. (1992), “The Changing Role of Marketing in the Corporation” Journal of Marketing (October), 56 (4), pp.1-17.

Lecture 7: Service marketing

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. 837-860.

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?

Indhold _{Evolution of service research}

Litteratur _{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. 61-103. Shostack, Lynn (1977) ”Breaking Free from Product Marketing”, Journal of Marketing, 41 (April), pp. 73-80

Lecture 8: Service marketing

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. 231-243.

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?

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Indhold _{Experiencing the service encounter}

Litteratur _{Arnould, Eric and Linda Price (1993), “River Magic: Extraordinary Experience and Hedonic} Aspects of Service Encounters” Journal of Consumer Research, 20 (June), pp. 24-46. Vargo, Stephen and Robert F. Lusch (2004), “Evolving to a New Dominant Logic for Marketing,” Journal of Marketing, 68 (January), pp. 1-17.

Lecture 9: Macromarketing

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. 152-166.

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? Indhold _{Marketing’s impact on society}

Litteratur _{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. 15–28. Pollay, Richard W. (1986) ”The Distorted Mirror: Reflections on the

Unintended Consequences of Advertising”, Journal of Marketing, 50 (April), pp. 18-36.

Lecture 10: Macromarketing

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?

Indhold _{Understanding marketing in society}

Litteratur _{Wilkie, William. L. and Elizabeth Moore (2012) ”Expanding our Understanding of Marketing in} Society”, Journal of the Academy of Marketing Science, 40, pp. 53-73

STADS

stamdata Fagmodulskursus_{Belastning : 5 ECTS} _{Aktivitetskode : U25502}