The course is included in these curricula and study modules
Type of course
Cycle/level of course
Recommended year of study
Total number of ECTS
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.
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.
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
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.
- 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
- Exams (written-, oral-, home-)
- Business Game
Examination: 30% on written examination and 70% on business game and its report
- Shahzad Faisal
- Kietz Tove
Home page of the course
Assignments valid until
12 months after course has ended
- Date of examination will be announced later - Exams
- Date will be announced later - Other assignments