Marketing strategy is fundamentally concerned with creating, communicating, and delivering value in relationships. It defines and delivers a company’s value proposition to customers. While marketing concepts are common across different organizations, a successful marketing strategy requires an in-depth understanding of how firms create value for customers and appropriate value from their performance of activities.
Course description for study year 2023-2024. Please note that changes may occur.
The course offers an introduction to marketing strategy. Students get exposed to marketing strategy concepts and their application across a variety of businesses. The course includes case applications where students solve real-world marketing challenges in collaboration with others.
Upon completion of the course, students will have knowledge of:
Fundamental marketing strategy concepts and assumptions
How marketing strategy concepts are applied across new and existing businesses, nationally and internationally
Analytical methods that marketers rely on to make marketing strategy decisions
Skills After completion of this course, students will be able to:
Explain fundamental marketing strategy concepts and their underlying assumptions
Use marketing strategy concepts to solve business cases in collaboration with others
Discuss how analytical methods are used to make marketing strategy decisions
Required prerequisite knowledge
Class participation, Written assignments/portfolio and Final exam
Form of assessment
Class participationTo a large extent, the value of this course will depend on the student’s level of preparation and participation in class discussions. If students have a legitimate excuse for not participating in a particular session, it is the student’s responsibility to let the instructor and TA know as soon as possible and to get notes from a classmate. If students experience any problem(s) with the class or any of their classmates, the students should report any problem(s) that they are not able to resolve themselves to the instructor as soon as possible. In this course, class participation is graded. Thus, unexcused absences will affect the ability to pass the course. Written assignmentsStudents will be required to submit a portfolio of mandatory work, including group assignments. Final examThe final exam will cover the readings, lectures, and written assignments. To take the final exam, students must pass the class participation and the written portfolio requirements. You may also be asked to submit an assessment of your own class participation and a peer evaluation.All parts of the evaluation must be passed to get a grade in the course.Students failing the portfolio evaluation will be given the opportunity to take a deferred exam. This exam will take the form of new written individual assignments.
Class participation, Written portfolio requirements
Format The class meets regularly throughout the semester, and a set of required readings are assigned for each meeting. Students are expected to thoroughly read and analyze all the required readings prior to each meeting. Readings may be added to the list.
There must be an early dialogue between the course coordinator, the student representative and the students. The purpose is feedback from the students for changes and adjustments in the course for the current semester.In addition, a digital course evaluation must be carried out at least every three years. Its purpose is to gather the students experiences with the course.