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
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
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
different marketing mix variables and the company's

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,
Apps, Phones, and the Business of the Newest Trillion Dollar
Industry, 2010. ebook, free download. Selected parts according
examiners instructions.

Jeffrey Mark (2010)Data-Driven Marketing:
The 15 Metrics Everyone in Marketing Should Know, John Wiley &

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

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

Course and curriculum search