Kursen ingår i dessa läroplaner och studiehelheter
Nivå/kategori
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
Antal kursplatser
Ingen begränsning
Delprestation i kraft till
12 månader efter kursens slutdatum
Examinationsformer
- Tentdatum meddelas senare - Tentamina
- Datum meddelas senare - Övriga uppgifter