Marketing Management and Strategy

Introduction

The course has been developed in collaboration with the Department of Marketing and the Department of Strategy.

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 success.

Course content

1. Key concepts and theories in strategy
   • Value chain activities and economies of scale
   • Strategic resources
   • Future cash-flow and firm financial value
   • Strategic choices and market heterogeneity
2. Marketing management and strategy
   • Market matrix with 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
3. Analyzing markets
   • Definition of a market
   • Market mechanisms (economics)
   • External trends and likely effects on markets (PESTEL)
   • Strategic choices and competitive dynamics (5 C)
   • Market structures
4. Analyzing customer behavior
   • Buying process and customer journey
   • Customer satisfaction and development of customer relationships
   • Attitude formation and persuasion through market communication
5. Strategic customer portfolio management
   • Customer heterogeneity and segmentation
   • Customer data and analytics
   • Service design and management of customer interaction
   • Customer communication and customer programs  
6. Strategic product portfolio management
   • Product differentiation and innovation
   • Product quality, profitability, and customer satisfaction
   • Pricing
   • Distribution and partner networks
7. Strategic brand management
   • Brand positioning
   • Brand communication
   • Brand architecture
8. Strategic market planning
   • Identification and formulation of strategic market problems
   • Market planning process
   • Key performance indicators
   • Writing a compelling marketing plan