Course content

The course offers an introduction to strategic marketing management. The course's main focus is on consumer marketing, but some specific issues related to service marketing, business marketing and purchasing management will also be treated. The course starts with an introduction to the role of marketing in the organization and market analysis based on demand, environmental factors and customers' buying behavior. It will also be focused on development of market strategies through segmentation, targeting and positioning. As a part of the course it is given an introduction to the creative prosess of developing market plans with product, price, communication, and distribution policies. The course will also treat issues related to purchase management to give an increased understanding of buying and selling behavior.

Learning outcome

The course in meant to be an introduction to consumer marketing. By taking this course it is expected that the students should be able to:
- Understand and master central concepts within marketing.
- Employ this knowledge on real cases to: (1)understand businesses' marketing and purchasing behavior, (2) master strategic models for development of good market strategies, and (3) implement these in good market plans.
- Understand and master central concepts of purchasing, including the ability to employ these in real cases.

Learning methods and activities

The course will be based on three main activities, namely lectures, cases, and assignments. The main assignment is planning and execution of a marketing research project for a specific product or service and development of a comprehensive market plan. This assignment also includes aspects of purchasing management.

Recommended previous knowledge

TIØ4161 Project and Human Resource Management.

Course materials

Assigned at course start.

Credit reductions