Applied Market Strategy
Course ID
Course Title
Teaching language
ECTS value
Responsible study board
Date of Approval
Course Responsible
Name | Department | |
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Nicole Franziska Richter | nicole@sam.sdu.dk | Institut for Marketing & Management |
Offered in
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Offered in
Duration
Mandatory prerequisites
Recommended prerequisites
Due to the teaching approach to contents, the course will have a maximum number of 30 students. In the case of more than 30 applicants (meeting the prerequisites), students will be allocated to the course by a simple first-come, first-served procedure.
Aim and purpose
Content
• decision-making building on strategic market and industry analysis,
• defining business and analyzing what drives current success or failure,
• segmenting the market, targeting appropriate customers and developing a successful positioning,
• creating value through product and service strategies,
• analyzing and improving marketing channel strategy,
• analyzing and improving promotion strategy,
• analyzing price models and profitability.
Learning goals
Description of outcome - Knowledge
The student can:
• describe and discuss the (current) key concepts and approaches in market strategy including strategic analysis, positioning, product, pricing, promotion and placement,
• critically reflect on the management toolset used to tackle practical challenges in strategic marketing.
Description of outcome - Skills
• apply the management toolset used for practical challenges in strategic marketing,
• contrast and formulate appropriate market strategies,
• analyze the consequences of strategic options,
• perform a structured literature review.
Description of outcome - Competences
• present and argue for their strategic concepts in front of relevant decision-makers (such as a CEO),
• take over responsibility, evaluate and practice different roles in team,
• summarize strategic concepts in the form of a management report.
Literature
• Andersen/Buvic, 2002: Firms’ internationalization and alternative approaches to the international customer/market selection, in: International Business Review 11, 347-363.
• Abratt/Kleyn, 2012: Corporate identity, corporate branding and corporate reputations: reconciliation and integration, in: European Journal of Marketing 47, 1048-1063.
• Brouthers/Jean-François Hennart, 2007: Boundaries of the firm: Insights from international entry mode research, in: Journal of Management 33, 395-425
• Baraldi/Brennan/Harrison/Tunisini/Zolkiewski, 2007: Strategic thinking and the IMP approach: A comparative analysis, in: Industrial Marketing Management 36, 879-894.
• Collis/Rukstad, 2008: Can you say what your strategy is? In: Harvard Business Review, April, 82-90.
• Frazier, 1999: Organizing and managing channels of distribution, in: Journal of the Academy of Marketing Science 27, 226-240.
• Freytag/Vagn/Højbjerg Clarke, 2001: Business to business market segmentation, in: Industrial Marketing Management 30, 473-486.
• Hoeck/Gendall/Esslemont, 1996: Market segmentation: A search for the Holy Grail?, in: Journal of Marketing Practice: Applied Marketing Science 2, 25-34
• Inglenbleek/van der Lans, 2013: Relating price strategies and price-setting practices, in: European Journal of Marketing 47, 27-48.
• Johnston/Gilmore/Carson, 2008: Dealing with environmental uncertainty, in: European Journal of Marketing 42, 1170-1178.
• Lindgreen/Wynstra, 2005: Value in business markets: What do we know? Where are we going?, in: Industrial Marketing Management 34, 732-748.
Teaching Method
Form of instruction: The basic contents are to be prepared during a phase of self-study prior to the course building mainly on a structured literature review (or bibliometric analysis) of journal articles performed by the students. Specific literature recommendations for preparation will be provided in the course plan uploaded to blackboard; yet, students are required to search for further literature (in particular journal articles and cases; further information will be provided during the introduction session).
This involves preparation of a PowerPoint presentation as an introduction to one of the listed key content areas above (see under examination). There will be 30 hours of teaching in class including project work in groups, student presentations, and discussions. Students will take over the role of strategic marketing consultants developing and evaluating strategic options for a medium-sized producer of power tools currently struggling to keep up with former business success. Students will analyze the firm’s strategic situation. They will identify strategic options and evaluate these options in terms of fit to the firm and market(s) including financial considerations. They will come up with a final recommendation on the improved national and international market strategy for the firm.
Please note that the course will be intense and will consume much more time than the given contact hours also and especially during the weeks with contact hours (see workload below). For those who are not familiar with case teaching, please get an overview of the method, for instance, by watching the core principles of case method teaching on youtube.
Workload
A total of 30 contact hours distributed to an introduction session of 3 hours and 5 lessons of 5-6 contact hours. For the students who cannot participate in person in the introduction, a skype introduction is offered on the same day (dates will be further specified). Furthermore, all information on self-study and preparation discussed will be provided in the course plan which will be uploaded in blackboard.
The total workload of the course is, on average, distributed as follows:
Self-study/preparation for the course: 120h
Class teaching: 30h
Group work beyond classes and preparation of assignment: 120h
Total: 270h
Examination regulations
Exam
Name
Timing
Reexam: August
Exam: August
Reexam: September/early October
Both exams must be passed with not less than 02.
Examination form may be altered for the reexamination, e.g. from written to oral examination.
Rules
Tests
Presentations
Name
Form of examination
Censorship
Grading
Identification
Language
Duration
ECTS value
Additional information
Reexam for the presentation: Students who fail to hand in and give these presentations will get an opportunity to hand in homework meeting the standard at a later date to be able pass this part-exam. This date will be announced in the plan of examinations. Deviation from the number of students in a group and concerning the presentations and attendance in class may be granted by the teacher/supervisor provided there is a reasonable cause.
EKA
Home assignment
Name
Form of examination
Censorship
Grading
Identification
Language
Duration
Length
Examination aids
Assignment handover
Assignment handin
ECTS value
Additional information
Location: Home assignment.
Internet Access: Necessary.
About the home assignment: Take-home assignment in the form of a PowerPoint (or alike) market strategy presentation written in groups of 3-6 students. The presentation needs to show for which elements each student has been responsible in order to ensure that each student is graded on his or her individual effort. Introduction and conclusion may be jointly prepared.
EKA
External comment
Courses offered
Offer period | Offer type | Profile | Education | Semester |
---|---|---|---|---|
Spring 2019 | Optional | MA Negot 120 ECTS English language profile Human Ressource Management | Master of Arts (MA) in Business, Language and Culture | Odense | |
Spring 2019 | Optional | MA Negot 120 ECTS German language profile International Market Relations | Master of Arts (MA) in Business, Language and Culture | Odense | |
Spring 2019 | Optional | MA Negot 120 ECTS English language profile International Market Relations | Master of Arts (MA) in Business, Language and Culture | Odense | |
Spring 2019 | Optional | MA Negot 120 ECTS Spanish language profile International Market Relations | Master of Arts (MA) in Business, Language and Culture | Odense | |
Spring 2019 | Optional | MA Negot 120 ECTS German language profile International Communication Management | Master of Arts (MA) in Business, Language and Culture | Odense | |
Spring 2019 | Optional | MA Negot 120 ECTS Spanish language profile International Communication Management | Master of Arts (MA) in Business, Language and Culture | Odense | |
Spring 2019 | Optional | MA Negot 120 ECTS English language profile International Relations | Master of Arts (MA) in Business, Language and Culture | Odense | |
Spring 2019 | Optional | MA Negot 120 ECTS English language profile International Communication Management | Master of Arts (MA) in Business, Language and Culture | Odense | |
Spring 2019 | Optional | MA Negot 120 ECTS English language profile Global Marketing Management | Master of Arts (MA) in Business, Language and Culture | Odense | |
Spring 2019 | Optional | MA Negot 120 ECTS German language profile Global Marketing Management | Master of Arts (MA) in Business, Language and Culture | Odense | |
Spring 2019 | Optional | MA Negot 120 ECTS German language profile International Relations | Master of Arts (MA) in Business, Language and Culture | Odense | |
Spring 2019 | Optional | MA Negot 120 ECTS Spanish language profile Global Marketing Management | Master of Arts (MA) in Business, Language and Culture | Odense | |
Spring 2019 | Optional | MA Negot 120 ECTS Spanish language profile International Relations | Master of Arts (MA) in Business, Language and Culture | Odense | |
Spring 2019 | Optional | MA Negot 120 ECTS German language profile Human Ressource Management | Master of Arts (MA) in Business, Language and Culture | Odense | |
Spring 2019 | Optional | MA Negot 120 ECTS Spanish language profile Human Ressource Management | Master of Arts (MA) in Business, Language and Culture | Odense | |
Spring 2019 | Optional | International Business and Management (ikrafttræden pr. 1. september 2017) | MSc in Economics and Business Administration | Master of Science (Msc) in Economics and Business Administration | Esbjerg, Soenderborg, Slagelse, Odense, Kolding | |
Spring 2019 | Optional | International Business and Management (optag før 1. september 2017) | MSc in Economics and Business Administration | Master of Science (Msc) in Economics and Business Administration | Esbjerg, Soenderborg, Slagelse, Odense, Kolding | |
Spring 2019 | Optional | Human Resource Management (ikrafttræden pr. 1. september 2017) | MSc in Economics and Business Administration | Master of Science (Msc) in Economics and Business Administration | Esbjerg, Soenderborg, Slagelse, Odense, Kolding | |
Spring 2019 | Optional | International Business and Marketing (optag før 1. september 2017) | MSc in Economics and Business Administration | Master of Science (Msc) in Economics and Business Administration | Esbjerg, Soenderborg, Slagelse, Odense, Kolding | |
Spring 2019 | Optional | Brand Management and Marketing Communication | MSc in Economics and Business Administration | Master of Science (Msc) in Economics and Business Administration | Esbjerg, Soenderborg, Slagelse, Odense, Kolding | |
Spring 2019 | Optional | Strategy and Organization (optag før 1. september 2017) | MSc in Economics and Business Administration | Master of Science (Msc) in Economics and Business Administration | Esbjerg, Soenderborg, Slagelse, Odense, Kolding | |
Spring 2019 | Optional | Global Marketing and Consumer Culture | MSc in Economics and Business Administration | Master of Science (Msc) in Economics and Business Administration | Esbjerg, Soenderborg, Slagelse, Odense, Kolding | |
Spring 2019 | Optional | International Business and Management (optag pr. 1. september 2018) | MSc in Economics and Business Administration | Master of Science (Msc) in Economics and Business Administration | Esbjerg, Soenderborg, Slagelse, Odense, Kolding | |
Spring 2019 | Optional | International Business and Marketing (optag pr. 1. september 2018) | MSc in Economics and Business Administration | Master of Science (Msc) in Economics and Business Administration | Esbjerg, Soenderborg, Slagelse, Odense, Kolding | |
Spring 2019 | Optional | Strategy and Organization (optag pr. 1. september 2018) | MSc in Economics and Business Administration | Master of Science (Msc) in Economics and Business Administration | Esbjerg, Soenderborg, Slagelse, Odense, Kolding | |
Spring 2019 | Optional | Management of Innovation Processes | MSc in Economics and Business Administration | Master of Science (Msc) in Economics and Business Administration | Esbjerg, Soenderborg, Slagelse, Odense, Kolding | |
Spring 2019 | Optional | Human Resource Management (optag før pr. 1. september 2017) | MSc in Economics and Business Administration | Master of Science (Msc) in Economics and Business Administration | Esbjerg, Soenderborg, Slagelse, Odense, Kolding | |
Spring 2019 | Optional | Strategy and Organization (ikrafttræden pr. 1. september 2017) | MSc in Economics and Business Administration | Master of Science (Msc) in Economics and Business Administration | Esbjerg, Soenderborg, Slagelse, Odense, Kolding | |
Spring 2019 | Optional | International Business and Marketing (ikrafttræden pr. 1. september 2017) | MSc in Economics and Business Administration | Master of Science (Msc) in Economics and Business Administration | Esbjerg, Soenderborg, Slagelse, Odense, Kolding |