Course content

The course offers an introduction to strategic marketing management. The course include both consumer marketing and issues related to business to business marketing. 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 prosess of developing market plans with product, price, communication, and distribution policies.

Learning outcome

The course position in MTIØT: The course is compulsory in the third year of MTIØT. The course build on TIØ4161. It will give relevant insight in management with special attention on "Marketing and Supply Chain Management" as described in part 2.2 of the complete learning objectives for the Programme of study in Industrial Economics and Technology Management.
The coruse will be an introduction to 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 behavior, (2) master strategic models for development of good market strategies, and (3) implement these in good market plans.

The course will: Give training in marketing analysis and marketing plan development, in order to be able to take marketing related decisions in organizations.
Other important learning objectives include: Training in the ability ot work in team (6.2), practical ability to work with projects ((6.1) and increase the competence in report writing (7.1).

Learning methods and activities

The course will be based on lectures, cases and a main assignment with planning and execution of a marketing research project for a specific product or service and development of a comprehensive market plan.
The market plan is the basis for the grade in the course.

Recommended previous knowledge

TIØ4161 Project and Human Resource Management.

Course materials

Assigned at course start.

Credit reductions