Strategic Marketing Management and Planning in the Digital Era (5 cr)

Evaluation scale

0 - 5

Objective

The course aims at strengthening participants’ understanding of strategic marketing techniques and developing strategic thinking skills. You'll learn how to evaluate marketplace potential and risk from the perspective of the firm's unique ability to develop and deliver goods and services of meaningful customer value.
Customer-centric and competitively dominant marketing strategies are vital to business success. This course provides you the core concepts and tools to develop an effective customer-centric marketing strategy in a contemporary market — from market segmentation and product positioning to distribution channel design and communications.
At the end of the course, students will not only gain insight into the scope, roles and the process involved in the strategic marketing process of a firm, but will also be able to perform strategic marketing analysis, planning and implementation.

Content

Strategic analysis of the marketing environment
Segmentation analysis
Development, implementation and management of marketing strategies
and integrated marketing programs

Assessment criteria, satisfactory (1)

• Knowledge: basic ability to identify the main/individual concepts learned in the course and applies basic analysis using the concepts and theories learned from the course; ability to name and describe the concept.
• Skills: demonstrates ability to work in an appropriate manner with more guidance and supervision, though some uncertainty may be evident in the work; shows basic ability to use the techniques and models of the professional field in basic application
• Attitudes: demonstrates professional conduct in communication, updates, interactions within the team and with supervisor according to professional ethical principles; team work with peers is largely satisfactory

Assessment criteria, good (3)

• Knowledge: demonstrates ability to systematically use the concepts learned in this course with ability to name, describe and give reasons for basic knowledge of the theories and concepts learned in this course
• Skills: demonstrates ability to select appropriate practices based on acquired knowledge and instructions and ability to work independently and responsibly completing different tasks in all learning and operational environments; demonstrates ability to apply techniques and concepts learned under minimal guidance in a reasonable manner to problem solving.
• Attitudes: works smoothly and professionally as a team to achieve common goals of the group according to ethical principles; demonstrates good team work and output

Assessment criteria, excellent (5)

• Knowledge: demonstrates good ability to use and apply the concepts and theoretical framework learned in this course
• Skills: demonstrates ability to critically analyze, compare, combine and select information and present alternative practices using the acquired knowledge; demonstrate ability to work independently, responsibly, with initiative and flexibly in all learning and operational environments; demonstrate creative but realistic and pragmatic approach to problem solving
• Attitudes: work smoothly and professionally as a team to achieve common goals of the group by applying critical professional ethical principles; contributes excellent team work and output

Assessment criteria, approved/failed

Attendance and participation, Business project or research assignment, Group work and presentations.

Qualifications

Fundamentals of Management
Fundamentals of Marketing and Planning
Strategic Management