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2014/2015  KAN-CCMVV4024U  Strategic Marketing

English Title
Strategic Marketing

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration One Quarter
Course period Autumn
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Alexander Josiassen - Department of Marketing (Marketing)
Main academic disciplines
  • Marketing
Last updated on 21-10-2014
Learning objectives
Upon completion of this course you should be able to understand the key components of strategic marketing and conceptual tools to assist with understanding, measuring and managing business success factors. More specifically, upon completion of this unit you will be equipped to:
  • effectively and efficiently gather information and critically assess a specific context from a strategic marketing perspective
  • effectively and efficiently identify and prioritise key marketing issues and opportunities
  • draw on the literature and effectively use research insights, tools and evidence to support your argumentation
  • set effective strategic marketing objectives and use meaningful performance indicators in this process that link to other functional areas
  • think creatively, critically and ethically through the development of alternative strategic marketing solutions, then make effective strategic marketing decisions that benefit various stakeholders
  • understand the success factors for implementing and controlling strategic marketing solutions
  • effectively discuss and present strategic marketing phenomena within the conventions of academic standards at a masters’ degrees level
Course prerequisites
students should only have access to this course if they have completed at least 5 marketing courses as it draws on and brings together knowledge from various marketing areas
Individual exam:
Exam ECTS 7,5
Examination form Written sit-in exam
Individual or group exam Individual
The course is assessed through a written exam.
The exam constitutes 100% of the grade. However, students will have a chance to practice for the exam through class attendance. In class we will practice case study analysis, discussion and presentations. The exam case study will be accessible to students in advance of the exam.
Students are expected to be prepared for discussions of relevant topics based on mandatory as well as optional readings. The preparations are essential as this a very interactive class that depends on student contributions in class.
Assignment type Case based assignment
Duration 4 hours
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period December/January
Aids allowed to bring to the exam Closed Book: no aids
Make-up exam/re-exam
Same examination form as the ordinary exam
If the number of registered candidates for the make-up examination/re-take examination warrants that it may most appropriately be held as an oral examination, the programme office will inform the students that the make-up examination/re-take examination will be held as an oral examination instead.
Description of the exam procedure

PC exam on CBS computers with e-hand in.

It is not allowed to bring your own PC and printer.
No access to the internet, Learn and S:/drive.

Course content and structure

Strategic Marketing is the central course for many marketing degrees. In this very interactive course, we will apply marketing and strategy theories and concepts to real life business contexts, and thereby draw on theories and concepts from previous courses as well. We focus on understanding, measuring and managing business success factors from a strategic marketing perspective. In doing so, we use principles of strategy and learn how to deal with market challenges and how to take advantage of market opportunities to support business success. In this process, we will train critical thinking and creative thinking as fundamental capabilities for strategic marketers and decision making. This will enable you to understand how to formulate, assess and select strategies with regards to various relevant organisational contexts. The course will cover the following areas:
·         (1) Fundamentals of Strategic Marketing and Competitive Advantage
·         (2) Customer and Market Analysis
·         (3) Competitor and Environmental Analysis
·         (4) Resource, Capability, Process Analysis
·         (5) Partner Analysis
·         (6) Strategic Ideation and Decision Making
·         (7) Strategic Business Model Design
·         (8) Strategic Metrics and Implementation
·         (9) Strategic Branding
(10) Strategic Digital Marketing

Teaching methods
The course format consists of a combination of fully integrated and aligned interactive seminars. Classes include elements of lectures, group discussions and presentations emphasising key strategic marketing concepts, which will be considered in a practical context through joint case analyses.
It is important to note that cases and in-class discussions (participation) form a critical component of the course and students are expected to turn up for classes (mandatory) and prepare the case before each class. Active and constructive participation in group discussions is expected in addition to weekly readings.
Students can miss no more than one seminar. Missing more than one seminar will require re-taking the course.
Further Information

Changes in course schedule may occur
Thursday 08.00-11.30, week 36-42
Thursday 08.00-12.25, week 43

Expected literature

Collis, David J. & Rukstad, Michael G. 2008. Can you say what your strategy is?, Harvard business review, 86, (4), 82-90.
Kim, W. Chan & Mauborgne, Renee 2009. How Strategy Shapes Structure. Harvard business review, 87 (8), 73–80.
Harrington, Richard J. & Tjan, Anthony K. 2008. Transforming strategy one customer at a time. Harvard business review, 86 (3), 62-72.
Gottfredson, Mark; Schaubert, Steve & Saenz, Hernan 2008. Diagnosing the business, Harvard business review, 86 (2), 62–73.
Donlon, Barnaby S. & Walmer, Zack 2011. Does your organization have the capabilities to execute its strategy? In Balanced Scorecard Report, 13 (6), 11-16.
Pisano, G. P. & Verganti, R. 2008. Which Kind of Collaboration Is Right for You? Harvard business review, 86 (12), 80–86.
Kahneman, Daniel; Lovallo, Dan & Sibony, Olivier 2011. Before You Make That Big Decision…Harvard business review, 89 (6), 51-60.
Kaplan, Robert S. & Norton, David P. 1992. Balanced Scorecard: Measures That Drive Performance. Harvard business review 70 (1), 75-85.
Johnson, Mark W., Christensen, Clayton M. & Kagermann, Henning 2008, Reinventing your business model, Harvard business review, 86 (12), 51-59.
Rust, Roland T., Zeithaml, Valarie A. & Lemon, Katherine N. 2004. Customer-centered brand management, Harvard business review, 82 (9), 110-118.
Sashittal, HC, Sriramachandramurthy, R,  Hodis, M. 2012. Targeting college students on Facebook? How to stop wasting your money, 55 (5), 495-507
Spenner, Patrick; Freeman, Karen (2012). To Keep Your Customers, Keep it Simple, Harvard Business Review, 90 (5), 108-114 
Last updated on 01-11-2013

Last updated on 21-10-2014