Marketing Strategies

The 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.