The course is included in these curricula and study modules
- Business administration 2005 (marketing focused on sme) - Marketing for smes
- Business administration 2004 (marketing) - Marketing and communications
- Business administration 2006 (marketing focused on sme) - Marketing for smes
- Business administration 2008 (marketing focused on sme) - Marketing
- Business administration 2007 (marketing focused on sme) - Marketing for smes
- Business administration 2009 (marketing) - Marketing
- Business administration 2010 (marketing) - Marketing
- Business administration 2011 (marketing) - Marketing
- Business administration 2012 (marketing) - Marketing
Level/category
Teaching language
Swedish
Type of course
Compulsory
Cycle/level of course
First
Recommended year of study
3
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
Workload
- 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.
Teacher
- Finne Thomas
- Mildén Peter
- Smirnova Elena
Examiner
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