Applied Market Strategy

Study Board of Business Economics

Teaching language: English
EKA: B150142112, B150142102
Censorship: Second examiner: None
Grading: 7-point grading scale
Offered in: Odense
Offered in: Summer school (spring)
Level: Master

Course ID: B150142101
ECTS value: 10

Date of Approval: 28-05-2019


Duration: Intensive course

Course ID

B150142101

Course Title

Applied Market Strategy

Teaching language

English

ECTS value

10

Responsible study board

Study Board of Business Economics

Date of Approval

28-05-2019

Course Responsible

Name Email Department
Nicole Franziska Richter nicole@sam.sdu.dk Institut for Marketing & Management

Offered in

Odense

Level

Master

Offered in

Summer school (spring)

Duration

Intensive course

Mandatory prerequisites

None

Recommended prerequisites

Familiarity with the basics in marketing and management, as for example outlined in Hollensen (2015): Marketing Management: A Relationship Approach, 3rd edition, Pearson. 
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

The purpose of the course is to provide students with theoretical knowledge on the development of international market strategies and more importantly to enable students to apply the concepts involved in strategy development to a real-life-business case. It is the aim that students by facing the challenges of business leaders in medium-sized firms develop entrepreneurial competences. Students therefore acquire skills to analyze a firm’s strategic situation, to identify strategic options and evaluate these options in terms of fit to the firm and market. This includes financial considerations and the development of a final recommendation on the improved (national and international) market strategy for the firm. 

Content

The course will have a specific look at the following topics both from a national and international perspective. It involves the challenge to finally formulate a strategy building on all steps of analysis and meeting expectations and restrictions of the business case:  
• 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

The student can 
• 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

The student can 
• 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

A list of required readings is updated every semester shortly before the introduction to the course; yet, a selection of past required readings is given below. Required readings cover around 200 pages which will be complemented by the literature read for performing the review, see below under form of instruction. 
• 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

Time of classes: August (Summer School) 

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

Exam

Timing

Presentations (participation):
Ordinary exam: August.
Reexam: August

Home assignment:
Exam: August
Reexam: September/early October

The grades obtained in the two exams weigh equally (50/50) in the collected final course grade.
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

-3 is not allowed, 00 is not allowed

Tests

Presentations

Name

Presentations

Form of examination

Compulsory assignment with oral defence

Censorship

Second examiner: None

Grading

7-point grading scale

Identification

Student Identification Card - Date of birth

Language

English

Duration

-

ECTS value

5

Additional information

About the presentations: Students (in groups of 3-6 students) have to prepare and give a presentation of 20-30 minutes providing an overview of the key concepts in a specific strategic marketing topic to be handed in approximately one week before the course starts (specific deadlines will appear in the course plan). Moreover, students (in groups) have to present their market strategy in a 20 minutes pitch presentation during the last day of the course. To pass this part of the exam, both presentations need to be passed.  

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

B150142112

Home assignment

Name

Home assignment

Form of examination

Take-home assignment

Censorship

Second examiner: None

Grading

7-point grading scale

Identification

Student Identification Card - Date of birth

Language

English

Duration

-

Length

Extent: A strategic marketing report in the form of a presentation of 30 slides including headlines and management summary.

Examination aids

All exam aids allowed. 

Assignment handover

Course page in Blackboard

Assignment handin

Via SDU-assignment in the course page in Blackboard

ECTS value

5

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

B150142102

External comment

NOTE - This course is identical with the former course 9265801 Applied Market Strategy
Used examination attempts in the former identical course will be transferred.
Courses that are identical with former courses that are passed according to applied rules cannot be retaken.

The student is automatically registered for the first examination attempt when the student is registered for a course or course element with which one or more examinations are associated. Withdrawal of registration is not possible, and students who fail to participate in an examination have used one examination attempt, unless the University has made an exemption due to special circumstances. 


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

URL for Skemaplan