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Marketing Strategies (15 ECTS – Autumn 2016)
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• in-depth knowledge in central areas of marketing strategy, such as consumer behaviour, competitive strategy, and marketing communications
• able to identify and analyse strategic situations in businesses
Learning outcomes
CompetitorsCustomersCommunication
Central C:s of the Course
Linking theory and practiceAnalysing a real world companyDeveloping your personal skills
Teaching style
Report writingPresentations and discussionsFeedback all the way!
http://youtu.be/rJ2tmqRkiCM?t=6m36s
Ketchen, D. and Short, J. Mastering Strategic Management.
Peter & OlsonConsumer Behavior and Marketing Strategy.
Dahlen, M., Lange, F. and Smith, T. Marketing Communications: A Brand Narrative
Approach.
Reading List
Course secretary: Frania Johansson, [email protected]
11D204, 054-700 13 55
Competitive Strategy: Johan Netz, [email protected],
11C384, 054-700 25 41
Consumer Behaviour: Peter Samuelsson, [email protected],
11D383b, 054-700 19 81
Marketing Communication: Jörg Pareigis, [email protected],
11D386, 054-700 23 39
Who you will meet
• Formation of groups• Distribution of companies• Technical setup
Course introductio
n
Course workflow - I
• Reading assignments + Video lectures• Work with MC questions‑• Seminars• Individual test• Project work with presentation and report• Feedback on project and presentation• Self and peer assessment• Thesis proposal
Module 1 Competitive Strategy
Course workflow - II
• Reading assignments + Video lectures• Work with MC questions‑• Seminars• Individual test• Project work with presentation and report• Feedback on project and presentation• Self and peer assessment• Thesis proposal
Module 2 Consumer Behaviour
Course workflow - III
• Reading assignments + Video lectures• Work with MC questions‑• Seminars• Individual test• Project work with presentation and report• Feedback on project and presentation• Self and peer assessment• Thesis proposal
Module 3 Marketing
Communica-tions
Course workflow - IV
• Integration of project work• Presentation and discussion of final report
-> Executive Seminar• Direct feedback on presentation• Revision of final report• Feedback on final report
Final wee
k
Course workflow - V
Module 1
Module 2
Module 3
Total
Individualtest
15 15 15 45
Projectreport
10 10 10 30
Final report
15
Self + peerassessm.
5
Thesis proposal
5
Examinations
Written evaluation at the end of the course!
Contact students during the course!
Course Evaluation
Recommended but up to you!
Marketing Party
15
Once more welcome to our course!
