| Learning objectives |
- The student must demonstrate ability to:
- Explain, select, and apply the concepts, models, and theories
presented in the course
- Critically assess a marketing problem and it's related
strategic options
- Evaluate the quality of a situation analysis
- Choose an appropriate marketing strategy and argue for this
choice
- Spell out and argue for the elements of a chosen strategy,
e.g.: • Objectives of the marketing strategy • Target group(s) •
Growth strategies • Entry strategies • Competitive and positioning
strategies • Marketing mix • Communication strategy and media mix •
Marketing implementation and time-plan • Financial
consequences
- Use proper academic language, correct references, and present
the findings 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 |
|
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 hare recommended. The
individual oral examination may include the entire course
literature, yet 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 marketing 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 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 analysis
corresponding to the learning objectives and outcomes of the course
Marketing Audit.
|
| Description of the teaching methods |
| The course draws on a blended learning strategy,
which combines class lectures, exercises, discussions, and student
presentations - on-campus and online. Students are expected to
participate actively, especially during class exercises and
presentations. |
| Feedback during the teaching period |
| Written and oral feedback is given in the
on-campus exercise classes. Feedback is given both for week-to-week
assignments and for exam-relevant tasks, such as problem statements
and synopsis for the exam paper. |
| Student workload |
| Course activities (including preparation) |
161 hours |
| Exam (including exam preparation) |
45 hours |
|
| Expected literature |
|
Indicative course literature
Selected journal papers/book chapters, 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.
- Rienecker & Jørgensen. (2017) Den Gode Opgave. 5. Udgave.
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.
Textbook:
Kotler, Keller, Brady, Goodman, Hansen. (2016) Marketing
Management.3rd Edition. Pearson Education
Limited.
|
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