Side 1 af 14

Undervisningsbeskrivelse

Stamoplysninger til brug ved prøver til gymnasiale uddannelser

Termin Juni 2016 (H1)

Institution Svendborg Erhvervsskole

Uddannelse HHX

Fag og niveau Marketing Level A

Lærer(e) Gitte Borgermann

Hold H1E

Oversigt over gennemførte undervisningsforløb

Titel 1 Det erhvervsøkonomisk forløb.

Titel 2 Købsadfærd på konsumentmarkedet

Titel 3 Makroforhold – eksterne forhold

Titel 4 Konkurrencesituation

Titel 5 Interne forhold

Titel 6 Markedsforhold

Titel 7 Strategi

Titel 8 Segmentering

Titel 9 H2: Creating and Capturing Customer Value

Titel 10 H2: Company and Marketing Strategy

Titel 11 H2: Consumer Behaviour on the B2C Market

Titel 12 H2: Consumer Behaviour on the B2B Market

Titel 13 H2: Market Segmentation

Titel 14 Market Research

Side 2 af 14

Titel 15 The Concept of Product

Titel 16 Athleisure – The concept of Product – Market Segmentation combined

Titel 17 General revision based on summer test H2 – written exercises

Titel 18 General revision continued – oral exercises

Titel 19 Preparations for the US Visit

Titel 20 The ”Figure Bank”

Titel 21 The Promotion Parameter

Titel 22 Internationalisation

Titel 23 Revision + focus on discussing and assessing – The Business Canvas Model as the overall

framework

Titel 24 Mind maps – interrelations between the models and concepts

Titel 25

Titel 26

Titel 27

Titel 28

Beskrivelse af det enkelte undervisningsforløb (1 skema for hvert forløb)

Titel 1

Det erhvervsøkonomisk område

Indhold Kernestof:

Afsætning 1, Systime (e-bog): kap. 3 Omverdensmodellen, kap. 4 værdikæden, SWOT,

ide, mål, vision, mission, generisk strategi, kap. 9 behov, købemotiver, beslutningspro-

ces, køberoller, kap. 11 produkt, klassifikation af produkter, sortiment, mærkestrategi,

kap. 14 distribution, distributionskanaler, distributionsstrategi, e-business, kap. 15 pro-

motion, promotionformer, promotionstrategi

Omfang

Anvendt uddannelsestid.

Side 3 af 14

Særlige fokus-

punkter

Kompetencer, læreplanens mål, progression.

De faglige mål for studieområdet er, at eleverne skal kunne: – anvende teori og metode fra AFS, VØ, matematik. – analysere en problemstilling ved at kombinere viden fra ovenstående fag – anvende fagligt relevante studiemetoder selvstændigt og produktivt – reflektere over og vurdere ovenstående fags og faglige metoders muligheder og be-grænsninger – søge og behandle relevant faglig information – anvende it på en måde, der understøtter opfyldelse af de øvrige faglige mål – strukturere og formidle fagligt stof mundtligt og skriftligt.

Væsentligste ar-

bejdsformer

Klasseundervisning

Gruppearbejde

projektforløb(synopsis)

præsentation

Titel 2 Købsadfærd på konsumentmarkedet

Indhold Kernestof

Systimes i-bog om emnet

Omfang

Anvendt uddannelsestid.

Særlige fokus-

punkter

Kompetencer, læreplanens mål, progression.

Behov

Købemotiver

Beslutningsprocessen

Køberoller

Købstyper

Økonomisk kommunikationskompetence

Side 4 af 14

Væsentligste ar-

bejdsformer

Klasseundervisning/gruppearbejde/pararbejde

Titel 3

Makroforhold – eksterne forhold

Indhold Kernestof

Systimes i-bog om emnet

Omfang

Anvendt uddannelsestid.

Særlige fokus-

punkter

Kompetencer, læreplanens mål, progression.

Micro/macro environment – omverdensmodellen

Økonomisk tankegangskompetence

Databehandlingskompetence

Væsentligste ar-

bejdsformer

Klasseundervisning/gruppearbejde/pararbejde.

Dialogbaseret tavleundervisning

Titel 4 Konkurrencesituation

Indhold Kernestof:

Afsætning 1, Systime (i-bog), kap. 10

Supplerende stof:

Film om positioneringsstrategier

www.ivaekst.dk – om konkurrentanalyse

Omfang

Anvendt uddannelsestid.

Særlige fokus-

punkter

Preference

Heterogent/homogent marked

Markedsleder

Markedsudfordrer

Markedsfølger

Markedsniche

Side 5 af 14

Porter’s Five Forces (brancheanalyse)

Generiske/konkurrencestrategier

Positioneringsstrategier - positioneringskortet

Økonomisk tankegangskompetence

Økonomisk kommunikationskompetence

Økonomisk ræsonnementskompetence

Væsentligste ar-

bejdsformer

Klasseundervisning/gruppearbejde/pararbejde.

Præsentation

Dialogbaseret tavleundervisning

Titel 5

Interne forhold

Indhold Kernestof:

Systimes i-bog om emnet

Supplerende stof:

Virksomhedsanalyser på baggrund af film fra serien “Felix jagter success”

a. Ørgren Briller

b. Rice

c. Peter Beier chokolatier

Omfang

Anvendt uddannelsestid.

Særlige fokus-

punkter

Mission og vision

Operationelle mål

Generisk strategi (konkurrencestrategi)

Værdikæden

SWOT

Økonomisk tankegangskompetence

Databehandlingskompetence

Væsentligste ar-

bejdsformer

Klasseundervisning – gruppearbejde – gruppefremlæggelser mm

Titel 6

Markedsforhold

Indhold Afsætning 1, Systime (i-bog), kap. 7.1, 7.2

Omfang

Anvendt uddannelsestid

Særlige fokus-

punkter

Potentielle marked

Effektive marked

Latente marked

Udregning af markedsandel

Væsentligste ar-

bejdsformer

Tavleundervisning – gruppearbejder mm

Strategi

Side 6 af 14

Titel 7

Indhold English from a Marketing Perspective, Part 1, Øknom, 2009, p. 83-86

Omfang

Særlige fokus-

punkter

Vækststrategier (intensivering, diversifikation)

Væsentligste ar-

bejdsformer

Titel 8

Segmentering

Indhold English from a Marketing Perspective, Part 1, Øknom, 2009, p. 9-12, 16-19

Supplerende stof:

After a Spa Day, Looking Years Younger (OK, they’re only 7), www.newyorktimes.com,

January 2, 2015

Wineries pour efforts into targeting younger drinkers, Los Angeles Times, March 1,

2014

Danske Bank vil være de unges bank, www.jp.dk, 4. februar, 2014

Nivea, case study

Omfang

Særlige fokus-

punkter

Segmentering

Segmenteringskriterier

SPEC (SMUK)

Minerva

Gallup Kompass

Målgruppestrategier

Økonomisk tankegangskompetence

Økonomisk kommunikationskompetence

Økonomisk ræsonnementskompetence

Væsentligste ar-

bejdsformer

Side 7 af 14

Titel 9

Creating and Capturing Customer Value

Indhold Armstrong & Kotler chp. 1

Omfang

Time required

Særlige fokus-

punkter

The concept of Marketing, needs, wants and demand

Business Concepts – CRM - Customer Relationship Groups

Væsentligste ar-

bejdsformer

Class-room teaching

Written exercises – oral presentations

Titel 10

Company and Marketing Strategy

Indhold Armstrong & Kotler chp. 2

Omfang

Time required

Særlige fokus-

punkter

Mission Statement, internal and external analyses, the Boston Matrix, CSFs, Generic

Strategies

Value-Chain Analysis – Business Environment - SWOT

Væsentligste ar-

bejdsformer

Class-room teaching

Written exercises – company profiles based on www.businescasestudies.co.uk

Titel 11

Consumer Behaviour on the B2C market

Indhold Armstrong & Kotler chapter 5

www.knowthis.com – Consumer Behaviour sections 1-3 & 14-17

www.knowthis.com: Various articles on consumer behaviour

Omfang

Time required

Særlige fokus-

punkter

Consumer Behaviour – what – how - purpose

Væsentligste ar-

bejdsformer

Top down teaching, written assignments – group presentatons

Titel 12

Business Buyer Behaviour

Indhold Armstrong & Kotler chapter 5

www.knowthis.com – Business Buyer Behaviour sections 1-5 & 13-15

Omfang

Time required

Særlige fokus-

punkter

B2B buyer behaviour – rational buyer behaviour – Buy Grid

Væsentligste ar-

bejdsformer

Top down teaching and student presentations

Side 8 af 14

Titel 13

Market Segmentation

Indhold Armstrong & Kotler chapter 6 (extracts)

http://www.marketing91.com/segmentation-strategy/

http://www.strategicbusinessinsights.com/vals/ustypes.shtml

http://www.marketing91.com/vals-values-attitude-lifestyle/

http://www.marketing91.com/segmentation-strategy/

Systimes kap. 8

Anette Lind et.al: Get Ahead Højniveau, English from a marketing perspective pp 95-101 down

Omfang

Time required

Særlige fokus-

punkter

Segmenting B2C and B2B markets

Segmentation criteria

VALS

Væsentligste ar-

bejdsformer

Top down teaching and student presentations

Titel 14

Market Research

Indhold Kotler chapter 4

EXTRA: systime

Primary – Secondary Dato/Desk & Field Research

“Dirty Words” in Market Research (Respondents, samples, respresentativeness, popula-

tion etc.

www.businesscasestudies.co.uk

First Direct

Beiersdorff

JDSports

Greggs

Omfang

Time required

Særlige fokus-

punkter

Market Research as part of the strategic planning within companies.

Væsentligste ar-

bejdsformer

Group Presentations focusing on the concept and purpose of Market Researchand com-

panies’ use of Market Research (companies: see above)

Side 9 af 14

Titel 15

The Concept of Product

Indhold Kotler

www.marketingteacher.com - www.netmba.com

www.systime.dk

Omfang

Time required

Særlige fokus-

punkter

Kotler’s Three Levels of Products

Danish concept of quality

Contrasting the two concepts

The concept of Product: What is a product? Goods and Services.

Væsentligste ar-

bejdsformer

Teacher’s introduction to the concepts – students’ group work and individual work.

Titel 16

The Concept of Athleisure in combination with Segmentation and the Concept of Prod-

uct

Indhold

Assignment on the concept of Athleisure and Market Segmentation and Product 1. Read the article below:

http://running.competitor.com/2016/02/shoes-and-gear/why-womens-ap-

parel-companies-are-on-the-rise_144107 2. Account briefly for the concept of “Athleisure” and make a brief review of the

article!

3. Visit www.oiselle.com to get to know the company “a bit” a. On the basis of an account of the concept of product, describe Oiselle’s

product as to type of product, durability, Danish quality dimensions etc. b. Use Kotler’s “Three Levels of Product” on one of the products (product

lines) sold by Oiselle!

4. Using a brief account of the STP model as your starting point, make a target

group profile of Oiselle’s primary target group (a persona).

Omfang

Required time

Særlige fokus-

punkter

The Concepts of Product and Athleisure – Kotler’s STP Model

Væsentligste ar-

bejdsformer

Group Work, written assignments and Group Presentations in class

Side 10 af 14

H3E as of August 2017:

Titel 17

General revision based on summer test H2 – written exercises

Indhold Brief intro with methods applied and purpose of choice of theory/models!

Clear “Marketing Language”

Ability to select relevant elements and leave out irrelevant ones!

Correct use of relevant theories and models!

Ability to “prove your points”/substantiate answers (påstand-belæg-hjemmel)

Brief sum-up after each of the 4 questions

Qu 3: STP – target group: Women Empowerment (Misty

Copeland/UA most serious comp.:

o https://www.youtube.com/watch?v=zWJ5_HiKhNg

o https://www.youtube.com/watch?v=h-9TU-zgFzw

Written exercises continued:

Process Writing Royal Greenland exercise

How to make a company profile

How to carry out internal analyses

How to carry out a Porter’s Five Forces Analysis

From SWOT to TOWS

Omfang

Time required

Særlige fokus-

punkter

How to make written assignments

Væsentligste ar-

bejdsformer

Teacher’s presentation – group work

Titel 18

General revision continued – oral exercises

Indhold https://www.bloomberg.com/news/articles/2017-04-07/h-m-tries-on-multiple-perso-

nalities-to-keep-growing

Omfang

Time required

Særlige fokus-

punkter

How to present an article – preparation for oral exam

How to “milk” an article

Væsentligste ar-

bejdsformer

Teacher’s presentation of topic – group work (groups of 2)

Students’ presentations in class – comments from class and teacher

Side 11 af 14

Titel 19

Preparations for the US Visit

Indhold http://www.news-leader.com/media/cinematic/video/104301540 Bass Pro Memphis

https://www.youtube.com/watch?v=XIX-yQmIGVs – Bass Pro

https://www.youtube.com/watch?v=1aF4-8tgPWU – Bass Pro

http://www.pandora.net/en-us (Pandora – to visit in NY)

Advertising agency Archer Malmo

Omfang

Time required

Særlige fokus-

punkter

Company Profiles on Bass Pro, Pandora, Joe & The Juice & Meyers – Archer Malmo –

to be visited in the US

Væsentligste ar-

bejdsformer

Group work and group presentations

Titel 20

The Figure Bank

Indhold Taking in and understand Marketing Theory:

The value-chain analysis

The business environment (PEST/P5F etc.)

SWOT

The Marketing Mix (4 and 7 Ps)

SIVA (Solution – Info – Value – Access)

The 4 Cs (Customer Value, Customer Costs – Cus-

tomer Convenience – Communication)

Strategic Planning Process

Boston Matrix

https://courses.lumenlearning.com/boundless-marketing/chapter/marketing-mixes-

for-services/ (SIVA)

http://marketingmix.co.uk/marketing-mix-4cs/

Omfang

Time required

Særlige fokus-

punkter

See above

Væsentligste ar-

bejdsformer

Group work

Side 12 af 14

Titel 21

The Promotion Parameter

Indhold Kotler chapter 12

www.businesscasestudies.co.uk (Hi Tec – Harrods – Red Bull)

Above – the – Line/Below – the – Line

The Communication Model

Advertising – PR – Virals – Story Telling etc.

The experience economy

http://www.youtube.com/watch?v=5n75gL4LWGA (SmartWater)

Video on “advertisers vs consumer” (from

one-way to two-way communication)

http://www.youtube.com/watch?v=sslTmbHSJsI (Save the Chil-dren) http://www.adweek.com/creativity/child-abuse-ad-uses-lenticular-printing-send-kids-secret-message-adults-cant-see-149197/

http://www.youtube.com/watch?v=yOcroZgYoNQ&feature=related – good in-tro. http://www.youtube.com/watch?v=9pYCsKAiyuk&feature=related – Starbucks (to follow the above) http://www.dailymotion.com/video/xmq95i_the-experience-economy-how-to-captivate-your-audience_news http://www.youtube.com/watch?v=DmhKLCv7afs (the birthday party) Pine http://www.youtube.com/watch?v=2RD0OZCyJCk (what consumers want) Pine http://www.brandquarterly.com/rise-experience-economy

Omfang

Time required

Særlige fokus-

punkter

The promotion parameter in general

Væsentligste ar-

bejdsformer

Teacher’s presentations and students taking notes and discussing the use of the parame-

ter – what are the pros and cons of the various types.

Titel 22 Internationalisation

Indhold Kotler chp. 15: The global marketplace

Systime volumes 1 & 2 on internationalization

Euromonitor

Kotler’s ”Major international marketing decisions”

Market screenings

The concepts of Export Competences – Export Motives – Export Modes

Side 13 af 14

Uppsala – Born Global

Growth through Market Development, Strategic Alliances, Joint Ventures & In-

tegration

Global product and communications strategies (Kotler)

Omfang

Time required

Særlige fokus-

punkter

Different approaches to internationalisation + how other models and theories can guide

the decision process

Væsentligste ar-

bejdsformer

Teacher’s presentation of topic + dialogue with students

Group work on chosen companies (how should they handle the internationalization

process)

Titel 23

Revision + focus on discussing and assessing – The Business Canvas Model as the over-

all framework

Indhold Kotler

Systime volumes 1 & 2

Strategyzer.com: The business model canvas (https://strategyzer.com/train-

ing/courses/mastering-business-models#preview)

Strategyzer.com: The value proposition canvas (https://strategyzer.com/canvas/value-

proposition-canvas)

Casework: starting a business

Omfang

Time required

Særlige fokus-

punkter

Focus on the taxonomic level of ”discussion” and ”assessment” – training the students’

ability to discuss and assess different strategic options in a thorough manner

Væsentligste ar-

bejdsformer

Group work + class discussions

Titel 24 Mind maps – interrelations between the models and concepts

Indhold Kotler

Systime volumes 1 & 2

+ additional sources from previous classes

Making mind maps of all models, concepts and theories in Marketing.

Revision + focus on the interrelations between the models, concepts and theories

Omfang

Time required

Særlige

fokuspunkter

Interrelations between the models, concepts and theories

Side 14 af 14

Væsentligste ar-

bejdsformer

Individual work + group discussions