| 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
|
| Examination |
|
Marketing
Strategy:
|
| Exam
ECTS |
7,5 |
| 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 2-5 students, but
groups of 3-5 students hare recommended. If the project report is
written individually, 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 |
| Duration |
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 |
| 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 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, 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 (12) and class sessions (9) |
42 hours |
| Preparation |
75 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.
Textbook:
Kotler, Keller, Brady, Goodman, Hansen. (2009) Marketing
Management. Pearson Education Limited.
|
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