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
Different methods of forecasting and control the
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

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 &

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

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


  • Shahzad Faisal
  • Kietz Tove


Fabricius Susanna

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

Course and curriculum search