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Marketing Strategies (15 ECTS – Autumn 2017)
Photo by Thomsonmart licensed under the Creative Commons Attribution-Share Alike 3.0 Unported license.
Competitors
Customers
Communication
Central C:s of the Course
• 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
Linking theory and practice
Analysing a real world company
Developing your personal skills
Teaching style
Report writing
Presentations and discussions
Feedback all the way!
Ketchen, D. and Short, J. Mastering Strategic Management.
Peter & Olson
Consumer 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
Module1
Module2
Module3
Total
Individualtest
15 15 15 45
Projectreport
10 10 10 30
Final report
15
Self + peerassessm.
5
Thesisproposal
5
Examinations
happy_sad_face_smiley by Alan O'Rourke shared under a Creative Commons (BY) license
The ideal team member
1. Do your part
2. Share your ideas
3. Work toward agreement (consensus)
4. Keep a positive attitude
5. Competent
The ideal team member - criteriaComplete the tasks assigned to you.Be willing to put in the time necessary to complete your team assignment.Ask if there is anything you can do.Pull your own weight and do your share of the assignments.
Express your opinions.Respond to other group members' ideas.Ask other group members for their ideas.
Be open to other ideas, opinions, and perspectives.Be willing to work together.Work as a team (not solely on an individual basis).
Maintain a sense of humor.Be courteous.Give feedback in the form of constructive criticism.
Understands strategic management.Has knowledge of strategic management tools, models and techniques.Understands the company's industry.Has good writing skills.
5 = always performed in this way
4 = very often performed in this way
3 = often performed in this way
2 = occasionally performed in this way
1 = rarely performed in this way
0 = never satisfied this criteria
Evaluation
Evaluation table
Team member
Do your part(0-5)
Share ideas(0-5)
Worktowardagreement(0-5)
Keep a positiveattitude(0-5)
Competency(0-5)
Yourself
• Formation of groups
• Distribution of companies
• Technical setup
Course introduction
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 week
Course workflow - V
Written evaluation at the end of
the course!
Contact students during the
course!
Course Evaluation
Highly
recommended
(but up to you of course)!
Marketing Party
19
Once more welcome
to our course!
