The course is included in these curricula and study modules
Level/category
Teaching language
English
Type of course
Compulsory
Cycle/level of course
First
Recommended year of study
2
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
Workload
- 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
Teacher
- Shahzad Faisal
- Kietz Tove
Examiner
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