Nivå/kategori

Yrkesstudier

Undervisningsspråk

Engelska

Kurstyp

Obligatorisk

Cykel/nivå

Yrkeshögskoleexamen

Rekommenderat studieår

2

Omfattning

5 sp

Kompetensmål

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.

Läranderesultat

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.

Innehåll

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.

Förkunskaper

Marknadsföringens grunder eller motsvarande

Mer information

Mandatory attendance during the business game.

Litteratur

Jeffrey Mark (2010); Data- Driven Marketing: The 15 Metrics Everyone in Marketing should Know, John Wiley & Sons Articles according to examiners specification.

Studieaktiviteter

  • Föreläsningar - 24 timmar
  • Praktiska övningar - 16 timmar
  • Självstudier - 95 timmar

Arbetsbelastning

  • Kursens totala antal arbetstimmar: 135 timmar
  • Varav självstyrda studieformer: 135 timmar
  • Varav schemalagda studier: 0 timmar

Undervisningsform

Närundervisning

Examinationsformer

  • Tentamina (skriftliga-, muntliga-, hem-)
  • Företagsspel

Examinationskrav

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

Lärare

  • Shahzad Faisal
  • Kietz Tove

Examinator

Fabricius Susanna

Kursens hemsida

https://arcada.itslearning.com/

Antal kursplatser

Ingen begränsning

Delprestation i kraft till

12 månader efter kursens slutdatum

Examinationsformer

  • Tentdatum meddelas senare - Tentamina
  • Datum meddelas senare - Övriga uppgifter

Kurs- och studieplansökning