Excerpt from course description
- English
- EXC 3580
- 7.5 Credits
Introduction
- Every organization must have a well-thought-out strategy and plan to generate the necessary revenue for profitability and long-term viability. This course specifically addresses organizations operating in markets where the key to revenue lies in selling products and services to customers.
- Long-term success requires the organization to be market-oriented, adept at translating current and future customer needs into appealing and profitable offerings.
- A crucial aspect of any strategy is the development of a competitive advantage, achieved through valuable and rare organizational resources that are difficult to replicate. This course places emphasis on managing market-related resources, such as customer relationships, brands, and partner networks. As the economy becomes increasingly digital, the strategic management of these market-based resources becomes even more vital for sustainable
Course content
- What is strategy?
- Value chain activities and economies of scale
- Strategic resources
- Future cash-flow and firm financial value
- Strategic goals and choices
- Marketing management and strategy
- Market matrix defining strategic product categories and customer segments
- Allocating revenues and all costs in the market matrix
- Managing coordination and synergies within and across the market matrix
- Analyzing markets
- Market mechanisms (economics)
- External trends (PESTEL)
- Competitive dynamics (5 C)
- Analyzing customer behavior
- Buying process and customer journey
- Customer satisfaction and relationships
- Attitude formation and persuasion through market communication
- Marketing management - Customer portfolio management
- Customer heterogeneity and segmentation
- Service design and management of customer interaction
- Customer communication and loyalty programs
- Marketing management - Product portfolio management
- Product differentiation and innovation
- Product quality and customer satisfaction
- Pricing
- Distribution and partner networking
- Marketing management - Brand portfolio management
- Brand positioning
- Brand communication
- Brand architecture
- Strategic market planning
- Identification and formulation of strategic market problems
- Marketing planning process
- Key performance indicators
- Writing a compelling marketing plan
Disclaimer
This is an excerpt from the complete course description for the course. If you are an active student at BI, you can find the complete course descriptions with information on eg. learning goals, learning process, curriculum and exam at portal.bi.no. We reserve the right to make changes to this description.