Professional studies

Teaching language


Type of course


Cycle/level of course


Recommended year of study


Total number of ECTS

5 cr

Competency aims

The student shall after the completion of the course have a deeper understanding of the relationship between profitability of the company and the use of its marketing mix and how to achieve a sustainable competitive advantage.

Learning outcomes

Strategic marketing, cases, business games, profitability of marketing. Different methods of forecasting and control the company's environment are described. Special emphasis is given new product development, segmenting and targeting. Also demand management is described.

Course contents

The course is based on different models for strategic thinking, assignments and a business game. Through articles, models and assignments the use of the marketing mix variables in different practical situations are described. The assignments can be described as advanced and demand a fair amount of work. The business game is intended to show the link between the use of different marketing mix variables and the company's profitability.

Prerequisites and co-requisites

Introduction to marketing or equivalent course

Additional information

Mandatory attendance during the business game.

Recommended or required reading

Jeffrey Mark (2010); Data- Driven Marketing: The 15 Metrics Everyone in Marketing should Know, John Wiley & Sons Articles according to examiners specification.

Study activities

  • Lectures - 24 hours
  • Practical exercises - 16 hours
  • Individual studies - 95 hours


  • Total workload of the course: 135 hours
  • Of which autonomous studies: 135 hours
  • Of which scheduled studies: 0 hours

Mode of Delivery

Participation in tuition

Assessment methods

  • Exams (written-, oral-, home-)
  • Business Game

Assessment requirements

Examination: 30% on written examination and 70% on business game and its report


  • Shahzad Faisal
  • Kietz Tove


Fabricius Susanna

Home page of the course


Group size

No limit

Assignments valid until

12 months after course has ended

Assessment methods

  • Date of examination will be announced later - Exams
  • Date will be announced later - Other assignments

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