Table of contents

The course is connected to the following study programs

Teaching language

English.

Learning outcomes

On completion of the course, the students should:

  • have thorough knowledge about theories, approaches and tools relating to strategic marketing in domestic markets
  • have advance knowledge on how to collect, analyse and disseminate market information
  • be able to analyse market gaps and customer needs
  • be able to plan marketing strategies and evaluate alternatives
  • be able to develop a dynamic marketing plan, and optimize the plan with respect to the unique market needs and company resources
  • be able to implement measures for marketingeffectiveness

Contents

The course starts with an introduction to strategic marketing in organizations and the environmental factors linked and affecting it. It continues by focusing on the development of marketing strategies based on marketing intelligence while addressing market segmentation, targeting, and creating and maintaining strategic positioning. Finally, the course will address the marketing components, while discussing how to implement a successful marketing strategy - achieving strategic fit and long-term competitive advantage. Through the course and assignments, students will be introduced to and trained in the creative and structured processes of developing market plans.

Teaching and learning methods

Lectures, workshops, cases, presentations, project. Estimated workload is approximately 210 hours.

Examination requirements

Submission and presentation of project must be approved before examination. More information is available in Canvas.

Examinations

The examination consists of two parts:

  • Group project report (counts for 60 %, one grade for the whole group)
  • Three hours written examination under supervision (counts for 40 %)

Assessment expression: letter grades, A-F. More information is available on Canvas.

Student evaluation

The person responsible for the course decides, in cooperation with the student representative, the form of student evaluation and whether the course is to have a midway or end of course evaluation in accordance with the quality system for education, chapter 4.1.

Offered as a free-standing course

No.
Last updated from FS (Felles studentsystem) Oct. 15, 2026 6:37:08 PM