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2013/2014  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 (Marketing)
Main academic disciplines
  • Marketing
Last updated on 14-08-2013
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
  • 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:
Examination form Oral exam based on written product

In order to participate in the oral exam, the written product must be handed in before the oral exam; by the set deadline. The grade is based on an overall assessment of the written product and the individual oral performance.
Individual or group exam Group exam, max. 5 students in the group
An individual oral examination based on a group project developed during the semester. Project report: Max. 10 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 pages is 20 per project. The oral examination may include the entire course literature, yet takes its primary outset in the group project.
Size of written product Max. 10 pages
Assignment type Project
Written product to be submitted on specified date and time.
20 min. per student, including examiners' discussion of grade, and informing plus explaining the grade
Preparation time No preparation
Grading scale 7-step scale
Examiner(s) Internal examiner and external examiner
Exam period May/June
Make-up exam/re-exam
Same examination form as the ordinary exam
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 renwed hand in 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 renewed hand in 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, the student may take the re-examination provided that he/she has written and handed in an individual report within a specified time period.
Description of the exam procedure
An individual oral examination based on a group project developed during the semester.

The 20-minute exam will follow these general guidelines:
·       First, each student makes a brief presentation (max. 3-4 minutes). The presentation should not summarize the report, but elaborate on important points, add other perspectives or discuss central issues in the report.
·       Next is a discussion of the case project in which the examining teacher can raise both case-related and more general questions within the field of marketing strategy. This discussion lasts about 10-12 minutes.
·       Finally, the student’s exam is evaluated and graded and feedback on the performance is given.
Course content and structure

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:
· Constantinides, E. “The Marketing Mix Revisited: Towards the 21st Century Marketing”. Journal of Marketing Management, April 2006, pp. 407-438.
· Hollensen, Svend. (2010) Global Marketing. A decision-oriented approach. Financial Times Press. Chapters 1+9.
· Lusch, Vargo, and O’Brien. “Competing Through Service: Insights From Service-dominant Logic.” Journal of Retailing, 2007, Vol. 83, Issue 1, pp. 5-18.
· Reinecker & Jørgensen. (2005) Den Gode Opgave. Samfundslitteratur.
· Tellis. Gerard J.  “Beyond the Many Faces of Price: An Integration of Pricing Strategies”. Journal of Marketing, Vol.50, October 1986, pp.146-160.
· Trout and Ries. “Positioning Cuts Through Chaos in Marketplace”. Advertising Age, May issue, 1972.

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

Last updated on 14-08-2013