Marketing Strategies
15.0 ECTS creditsThe course content is divided into two parallel components. One component is focused on central concepts and phenomena in the area of marketing strategies from a theoretical perspective, and the students study the course literature in depth and discuss it with each other. The other component is focused on practical application, and students apply their new theoretical knowledge on different cases of companies and other organisations in order to conduct market surveys, perform market analyses, and develop marketing strategies.
In the course, marketing strategies are described and discussed in relation to different perspectives. There is a special emphasis on the resources of companies, and their capacity in relation to internal and external environments, consumers, and brands. Discussions focus on central theories, concepts, methods, and models related to marketing strategies and how these are used in both research and practice. As an outcome of this, students are expected to learn how to describe, explain, categorise, and analyse marketing strategies and the practical work of developing marketing strategies.
Throughout the course, there is a focus on the significance of marketing strategies for the value-creation that takes place in interaction between companies and their customers. A special emphasis is placed on ways in which the marketing strategies of a company can be developed based on market surveys. Moreover, the course examines marketing strategies and their implications for society, consumers, and companies from an ethical perspective.
In the course, marketing strategies are described and discussed in relation to different perspectives. There is a special emphasis on the resources of companies, and their capacity in relation to internal and external environments, consumers, and brands. Discussions focus on central theories, concepts, methods, and models related to marketing strategies and how these are used in both research and practice. As an outcome of this, students are expected to learn how to describe, explain, categorise, and analyse marketing strategies and the practical work of developing marketing strategies.
Throughout the course, there is a focus on the significance of marketing strategies for the value-creation that takes place in interaction between companies and their customers. A special emphasis is placed on ways in which the marketing strategies of a company can be developed based on market surveys. Moreover, the course examines marketing strategies and their implications for society, consumers, and companies from an ethical perspective.
Progressive specialisation:
G2F (has at least 60 credits in first‐cycle course/s as entry requirements)
Education level:
Undergraduate level
Admission requirements:
Business Administration 60 ECTS credits, with at least 30 ECTS credits at the G1F level or higher, or Industrial Engineering and Management 60 ECTS credits, including the courses IEGA06 Industrial Organisation (7.5 ECTS credits), IEGA07 Industrial Management Accounting (7.5 ECTS credits), IEGA05 Industrial Marketing (7.5 ECTS credits), and IEGA09 Corporate Finance (7.5 ECTS credits), plus upper secondary level English 6, or equivalent
Selection:
Selection is usually based on your grade point average from upper secondary school or the number of credit points from previous university studies, or both.
This course is included in the following programme
- Programme in Business and Economics (studied during year 3)
- Bachelor Programme in Business Administration: Global Sustainable Business (studied during year 3)
- International Business (studied during year 3)