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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, frania.johansson@kau.se

11D204, 054-700 13 55

Competitive Strategy: Johan Netz, johan.netz@kau.se,

11C384, 054-700 25 41

Consumer Behaviour: Peter Samuelsson, peter.samuelsson@kau.se,

11D383b, 054-700 19 81

Marketing Communication: Jörg Pareigis, jorg.pareigis@kau.se,

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!