Marketing and Strategy

Introduction

The course provides an introduction to strategic and marketing-relevant perspectives, analyses, and management principles. Strategy operates primarily at a company level, while marketing management operates at a product and product category level and customer segment level.

Throughout the course, students will gain knowledge of strategic analyses and develop an understanding of holistic strategic thinking where the analyzes are one tool for making strategic decisions that are important for companies' survival and growth. Students will gain knowledge about how marketing is linked to strategic decisions.

Marketing management deals with how the company organizes, communicates,and delivers its value proposition, as well as how the company systematically and continuously analyzes the market and competition. A key task in marketing management is how the company secures current and future incomes and is thus an overall management responsibility.

Both strategic management and marketing management are fundamental in management education and are therefore included as a basic course in all BI's bachelor programs.

Course content

Strategy:

• Introduction to strategy and marketing
• Value creation
• Resource analysis - competitive advantage
• Analysis of activities based on different logic
• Macro environment with PESTEL
• Competition- Dynamic strategies
• Industries - Innovation, and digitalization
• Collaboration strategies - alliances, mergers, and acquisitions
• Where do we want to go? Mission, vision, and business idea
• Strategic decisions and choices
• Strategy and sustainability, social responsibility and ethics

Marketing:

• Marketing plan and marketing planning
• Value creation and management of customer portfolio
•  Value creation and management of product portfolio
• Value creation and brand management
• Customer heterogeneity and segmentation
• Understanding the customers
• Economic analysis of the marketing efficiency and profitability