| Learning objectives |
To achieve the grade 12, students should meet the
following learning objectives with no or only minor mistakes or
errors:
- Demonstrate knowledge and understanding of relevant marketing
theories and analytical models
- Demonstrate ability to apply these theories and models to
identified marketing problems
- Demonstrate 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
- Demonstrate ability to critically evaluate the quality of a
situation analysis based on a marketing problem or issue
- Demonstrate 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
- Demonstrate ability to choose an appropriate marketing strategy
and argue for this choice
- Demonstrate 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 • 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 |
Individual oral exam based on written group
product |
| Number of people in the group |
2-5 |
| Size of written product |
Max. 20 pages |
|
The maximum allowed number of pages is 20 pages
per project. If the project report is written individually, the
maximum number of pages is 15 per project. |
| 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 |
Summer |
| Make-up exam/re-exam |
Same examination form as the ordinary exam
Re-examination: If a student has
participated in writing the group project, 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 project.
If a student has participated in writing the group project, but has
not passed the oral examination, the re-examination will be based
on a re-submission of the original project. The student may,
however, choose to write a new, individual project within a
specified time period.
If a student has not participated in writing a group project the
student must hand in an individual project within a specified time
period.
|
Description of the exam
procedure
An individual oral examination based on a group project
developed during the semester. Groups should consist of 2-5
students, but groups of 3-5 students are recommended. The
individual oral examination may include the entire course
literature from Marketing Strategy. The examination can also
include literature from Marketing Audit where it is relevant. Yet
the examination takes its primary outset in the group project.
The 20-minute oral 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 followed by 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 |
| Course activities (including preparation) |
161 hours |
| Exam (including exam preparation) |
45 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. (2016) Marketing
Management.3rd Edition. Pearson Education
Limited.
|
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