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2012/2013  BA-IMK_MS  Marketing Strategy

English Title
Marketing Strategy

Course information

Language English
Exam ECTS 7.5 ECTS
Type Mandatory
Level Bachelor
Duration One Semester
Course period Spring
Time Table Please see course schedule at e-Campus
Study board
Study Board for BA in Intercultural Marketing Communication
Course coordinator
  • Diana Storm - Department of Marketing
Main Category of the Course
  • Marketing
Last updated on 12-07-2012
Learning objectives
The student must demonstrate:
• Knowledge and understanding of marketing theories and analytical models
• Ability to apply these theories and models to identified marketing problems
• Ability to critically assess a marketing problem or issue for a marketing-oriented company or organization. Such problems can be related to foreign as well as domestic markets
• Ability to critically evaluate the quality of a situation analysis based on a marketing problem or issue
• Ability to critically evaluate strategic options that have been suggested on the backdrop of a particular marketing situation analysis, and add to this an independent, critical assessment of the company’s strategic options
• Ability to choose an appropriate marketing strategy and argue for this choice
• Ability to describe and argue for the relevance of elements of the marketing strategy, e.g.:
• Objectives of the marketing strategy
• Possible growth strategies
• Target group(s)
• Entry strategies
• The influence of culture on strategic choice
• Competitive and positioning strategies
• Marketing mix
• Communication strategy and media mix
• Marketing implementation and time-plan
• Financial consequences
• Demonstrate proficiency in scientific methods and communication, including:
• Proper and consistent use of academic language
• Correct use of references
• Presenting all parts of the assignment in a coherent and well argued manner
Marketing Strategy:
Type of test Oral with Written Assignment
Marking scale 7-step scale
Second examiner External examiner
Exam period May/June
Aids Open Book, Written and Electronic Aid is permitted
Duration Please, see the detailed regulations below
An individual oral examination based on a group project developed during the semester. Project report: No more than 10 standard pages per student. Groups should consist of 3-5 students, for exceptions see your 'Prgramme Regulations'. If fewer students than three write the project report, the maximum number of standard pages is 20 per report. Duration of individual oral exam: 20 minutes including grading. The oral examination may include the entire course literature, yet takes its primary outset in the group project. Assessment: 1 comprehensive grade covering the group assignment and the individual exam according to the 7-point grading scale

Re-examination: If a student has participated in writing the group project report, but has been sick at the time of the oral examination, the re-examination will be based on a re-submission of the original group report.
If a student has participated in writing the group report, but has not passed the oral examination, the re-examination will be based on a re-submission of the original report. The student may, however, choose to write a new, individual project report within a specified time period.
If a student has not participated in writing a group report due to sickness, the student may take the re-examination provided that she has written and handed in an individual report within a specified time period.
Course content

Marketing Strategy offers students the possibility to learn how to identify, choose and formulate a marketing strategy and marketing plan, based on a company situation analysis that takes into account both internal and external market factors and dynamics.

This course communicates how marketing concepts, theories, and models can be applied in the design of marketing strategies. Marketing strategies are chosen and outlined on the foundation of comprehensive marketing situation analysis, which means that important insights from the course Marketing Audit will be employed and put into a broader perspective. Marketing strategy encompasses generic strategies, growth strategies, positioning strategies, etc. Marketing strategy must be translated into concrete suggestions of marketing action, for instance with regard to choice of target group(s) and design of marketing mix(es). Students are expected to have knowledge of and experience with marketing situation analysis corresponding to the learning objectives and outcomes of the course Marketing Audit.

Teaching methods
The course draws on a combination of class lectures, exercises, discussions, and student presentations. Students are expected to participate actively, especially during class exercises and presentations.
Student workload
Lectures and class sessions 46 hours
Preparation 71 hours
Home Assignments 10 hours
Examination including exam preparation 80 hours
Expected literature

Indicative course literature:

Selected journal papers, for instance:
Ajay K. Kohli and Bernard, J. Jaworski. “Market Orientation: The Construct, Research Propositions, and Managerial Implications”. Journal of Marketing, April 1990, Vol. 54, pp. 1-18.
Robert F. Lusch, Stephen L Vargo, and Matthew O’Brien. “Competing Through Service: Insights From Service-dominant Logic.” Journal of Retailing, 2007, Vol. 83, Issue 1, pp. 5-18.
Michael E. Porter. “How Competitive Forces Shape Strategy”. Harvard Business Review, March-April, 1979.
Jack Trout and Al Ries. “Positioning Cuts Through Chaos in Marketplace”. Advertising Age, May issue, 1972.
Holt, Quelch, and Taylor. “How Global Brands Compete”. Harvard Business Review, 2004, 82(9), pp. 68-75.
Neil H. Borden. “The Concept of the Marketing Mix.” Journal of Advertising Research, June, 1964, pp. 2-7.
E. Constantinides. “The Marketing Mix Revisited: Towards the 21st Century Marketing”. Journal of Marketing Management, April 2006, pp. 407-438.

Kotler, Keller, Brady, Goodman, Hansen. (2009) Marketing Management. Pearson Education Limited.

Last updated on 12-07-2012