Today’s markets have become difficult environments for most companies. Challenges arise from a variety of changes taking part in many different domains impacting the behavior and conduct of customers, competitors and other important stakeholders such as suppliers and channel partners. In this landscape companies have to be smart and able to address customer needs in a way that makes them purchase their offerings and – more importantly – that satisfies customers’ genuine needs so that satisfaction and loyalty results. If there is one business discipline that can help companies to accomplish this goal – it is marketing.
A principal element of marketing is the strategic setting in which it takes place. To fully appreciate these strategic aspects it is essential to understand the concept of marketing strategy and to apply strategic marketing concepts to different specific industry contexts companies operate in. We will focus on business-to-consumer marketing, business-to-business marketing, services marketing, and international marketing.
The following modules will be taught and discussed in class:
- Introduction to Marketing Strategy
- B2C Marketing
- B2B Marketing
- Services Marketing
- International Marketing
 
The course’s development of personal competences:
Students are expected to participate actively in the course, and constructive dialog in class will be encouraged. In addition, the students will strengthen their skills with regard to critical thinking and team building.