Strategic Marketing Management 30 credits

About the course

This marketing course is intended for students who want to increase their knowledge of strategic marketing management, and of theories and methods for advanced analysis of consumer markets. The final modules of this course focus on advanced market analysis, as well as the development of skills in branding and decision making. The course is given and examined in English.

Common expected learning outcome:

• communicate central concepts for the course in English, both orally and in writing

The following modules are included in the course: 

• Module 1. Marketing Strategy and Sustainability, 7.5 credits. 
• Module 2. Consumer Behaviour, 7.5 credits. 
• Module 3. Digital Marketing, 7.5 credits.
• Module 4. Brand Management, 7.5 credits.
   

Module 1. Marketing Strategy and Sustainability, 7.5 credits
The module highlights strategic marketing challenges of companies in a contemporary society. The module contributes to an understanding of how the context in which an organization runs operations influence the choice and implementation of different strategies. The module presents various applications of marketing strategies in a strategic process. Students will practice thinking strategically from both an internal and external perspective while considering sustainability issues.

Expected learning outcomes:

Knowledge and understanding:

• analyse and discuss foundational principles of marketing strategies

Skills and ability: 

• analyse and propose strategic resources for effective marketing strategies
• propose appropriate actions to manage challenges faced by organizations within the frames of marketing strategies
• use analytical and integrative skills in solving tasks within strategic marketing
• orally and in writing for stakeholders, present analyses and proposals for marketing strategies

Judgement and approach: 

• critically reflect upon the consequences of strategic choices and decisions considering the wider societal context and a sustainability perspective
• apply an academic conduct to the student's own work

Focus of instruction:
In addition to lectures, the learning is supported by case work and case seminars. The module requires a significant amount of independent study, which means studying the assigned literature.
The module integrates theoretical insights with practical applications in a learning environment which builds on active participation, both individually and in groups. During the module, students will also be introduced to methods of working in international teams and an academic conduct, e.g. referencing, or how to avoid plagiarism and cheating.

Module examination modes:
The examination is based on two written individual hall exams, a written group assignment, and oral presentation. The module also includes an individual online-test on ethics and an academic conduct. 
Note as well examination modes below for the course as a whole.
 

Module 2. Consumer Behaviour, 7.5 credits
For companies to attain commercial success in marketing, it is important to have knowledge about consumer behaviour. The module highlights consumers' internal processes and how knowledge of these processes can be useful for choosing appropriate marketing strategies. Theoretical models in marketing that are needed to analyse consumer behaviour, practical examples, and research in consumer behaviour are discussed during the module.

Expected learning outcomes:

Knowledge and understanding:

• identify and analyse the internal processes related to consumer behaviour
• analyse and discuss how theories and models of consumer behaviour can be applied for developing value proposals

Skills and ability:

• analyse and evaluate consumer behaviour from a sustainable perspective according to existent theories and research

Judgement and approach: 

• critically reflect upon the role of consumption in society
• critically assess and evaluate different consumer research methods

Focus of instruction:
Learning is supported by interactive lectures and seminars. The readings and lectures are meant to complement each other. The seminars are intended to help the students to develop a good understanding of what consumer behaviour is about to be able to apply this knowledge in the different module assignments.

Module examination modes:
The examination is based on a written individual hall exam, written individual and group assignments, and oral presentation. Note as well examination modes below for the course as a whole.
 

Module 3. Digital Marketing, 7.5 credits
The module provides an in-depth understanding of digital marketing strategies and their implementation in a competitive environment. The module is designed to provide students with concepts and tools to manage marketing in the modern digital environment, and to offer students training in formulating and implementing digital marketing strategies. The module therefore includes a comprehensive simulation exercise, which provides the opportunity to develop skills in formulating and implementing marketing decisions in a realistic and data-rich environment. Students will learn to analyse digital consumer behaviour, utilize big data for targeted marketing, and develop comprehensive digital marketing strategies. The key areas explored are demand processes, segmentation, positioning, new product introduction, and resource allocation. The module also provides opportunities to understand how marketing research and various marketing indicators can be used for making strategic and operational decisions about digital marketing.

Expected learning outcomes:

Knowledge and understanding:

• explain and apply models and theories of digital marketing
• discuss and evaluate the contribution of digital marketing decisions to a firm's short- and long-term market and financial performance

Skills and ability:

• apply advanced methods for modelling customer, competitor and market reactions to digital marketing initiatives
• formulate and implement marketing strategies in a dynamic and competitive environment under conditions of limited information, uncertainty and time pressure.

Judgement and approach: 

• critically reflect about the effectiveness of different digital marketing strategies within a simulated environment
• critically evaluate and assess the societal, environmental and ethical implications of a firm's digital marketing investments

Focus of instruction:
This course uses one of the most widely used business simulations, as a learning platform. Student teams will run a simulated firm and make different digital marketing decisions. This module also includes interactive lectures and seminars.

Module examination modes:
The examination is based on a written individual hall exam, written individual and group assignments, and oral presentation. Note as well examination modes below for the course as a whole.
 

Module 4. Brand Management 7,5 credits
Marketing managers must be able to design the future strategies for brand management across all functions and operations of the company. The environment, challenges and opportunities change over time, and marketing plans are considered as important tools helping marketing managers understand the dynamics in the environment and in organizations. In this module, students participate in a brand management process that requires them to act based on the knowledge they have acquired during this module as well as in previous modules and take part in developing a marketing plan for a company or an organization.

Expected learning outcomes:

Knowledge and understanding:

• explain and apply relevant models and theories of brand management for designing a marketing plan

Skills and ability: 

• use analytical and integrative skills in solving advanced tasks within brand management and designing a marketing plan
• orally and in writing for stakeholders, present analyses, ideas and a marketing plan

Judgement and approach: 

• critically reflect upon own and their group's ability to plan and organize their work within brand management following ethical principles 
• evaluate own competence and the need for competence development in order to work with brand management

Focus of instruction:
The learning is supported through work on developing a marketing plan for a company or an organization. This entails students working in groups as a team of consultants with the development of a marketing plan. The groups will work independently but in dialogue with representatives from the company/organization. Students will receive regular supervision from a teacher during workshops and seminars.

Modul examination modes:
The examination is based on a written individual home exam, written individual and group assignments with oral presentations. Note as well examination modes below for the course as a whole.