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2010/2011 BA-IMK_MS Marketing Strategy
| English Title | |
| Marketing Strategy |
Course Information | |
| Language | English |
| Point | 7,5 ECTS (225 SAT) |
| Type | Mandatory |
| Level | Bachelor |
| Duration | One Semester |
| Course Period |
Spring
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| Time Table | Please see course schedule at e-Campus |
| Study Board |
Study Board for BA in Intercultural Marketing Communication |
| Course Coordinator | |
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| Main Category of the Course | |
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| Last updated on 29 maj 2012 | |
| Learning Objectives | |||||||||
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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 | |||||||||
| Examination | |||||||||
| Marketing Strategy | |||||||||
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| Examination | |||||||||
| Prerequisites for Attending the Exam | |||||||||
| 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 | |||||||||
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| Literature | |||||||||
Selected journal papers, for instance: | |||||||||