Extension studies

Teaching language


Type of course


Cycle/level of course


Recommended year of study


Total number of ECTS

5 cr

Competency aims

Strategic Marketing, Cases, Business Games, Profitability of Marketing Different methods to forecast and control the company's environment are described. Special emphasis is given new product development, segmenting and targeting. Also "demand management" is described.

Learning outcomes

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

Course contents

The course is based on cases and a business game. The assignments are chosen so that they demonstrate how companies can use their marketing mix variables in different situations. The assignments are both long and complex 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

Passed: a basic course in marketing

Previous course names

Strategic marketing and the role of the personell

Additional information

Introductory lectures, assignments and a business game. The business will be played during two complete 8 hour working days. To pass the course it is mandatory to attend the complete business game.

Recommended or required reading

Aaker D. & McLoughlin D.: Strategic Market Management- Global Perspectives, Wiley, Chichester 2010. ISBN 978-0-470-68975-2 Ahonen T.: The Insider’s Guide to Mobile, The Customers, Services, Apps, Phones, and the Business of the Newest Trillion Dollar Industry, 2010. ebook, free download. Selected parts according to examiners instructions. Jeffrey Mark (2010)Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know, John Wiley & Sons Articles recommended by the examiner.

Study activities

  • Lectures - 24 hours
  • Individual studies - 93 hours
  • - 16 hours


  • Total workload of the course: 133 hours
  • Of which autonomous studies: 133 hours
  • Of which scheduled studies: 0 hours

Mode of Delivery

Participation in tuition

Assessment methods

  • Exams (written-, oral-, home-)
  • Essays, reports, productions and portfolio

Assessment requirements

Examination: 30% based on presentations during lectures, 30% on written examiantion and 40% on business game and report.


  • Finne Thomas
  • Mildén Peter
  • Smirnova Elena


Mildén Peter

Home page of the course

Material kan finnas på Itslearning

Group size

No limit

Assignments valid until

12 months after course has ended

The timetable of the course

Framgår ur arbs

Assessment methods

  • 2013-03-12 - Exams
  • 2013-03-06 - Reports and productions

Kurs och studieplanssökning