• explain the activities and processes involved in the formulation and implementation of marketing strategies and plans.
• make qualified analyses of the market environment of the organization, its marketing strategic opportunities, its competencies and resources
• critically asses the different approaches to strategy which constitute the foundation of marketing strategy and practice
• link internal and external information including the use of market data in order to evaluate marketing strategic options.

The course takes an outset in the process of strategic marketing planning in which the choice, drawing up and implementation of marketing strategies on the one hand are grounded in insights into the capabilities and resources of the company, and on the other, on analyses its external environment. With regard to the companies’ own resources, the course concentrates on the mission, cultures, values, stakeholders, relationships and networks, and the strengths and weaknesses that define the strategic options. With regard to the external factors, the course introduces various models and tools which serve to analyze the marketing environment, including customers, the industry, the competitive situation, distribution channels as well as the culture of the market.

The link between the internal and external factors constitute the starting point for the formulation and choice of strategic marketing alternatives,, implementation and performance management. In particular, the course emphasizes the connection between the theoretical concepts and models used in marketing strategic analysis, and marketing practice.

Students’ ability to analyze, plan and make qualified marketing decisions are developed  through participation in case discussions.

The last part of the course reflects on the way strategic thinking is used in marketing practice and how it contributes to efficiency, flexibility, innovation and organizational learning.

Indicative literature:

Hooley, Piercy and Nicouleaud, Marketing Strategy and Competitive Positioning. Prentice Hall. Latest edition.