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