Strategic Marketing Issues
The purpose of marketing strategy is to transform company resources to satisfy customers' current and future needs more effectively and efficiently than competing alternatives. The requirements to become a successful marketing manager have surged in recent decades, demanding new critical understanding of consumer reality and new competences in managing rapid changes in the environment. To address these challenges and secure their seat at the boardroom table, marketers are required to develop deep insights of strategic marketing issues and demonstrate the value of marketing investments. This course is the capstone course centered on the notion of building marketing skills that increase such relevance for business through a combination of action-based, hands-on learning and in-class discussion of examples with empirical evidence from practice. As the final course in the master program, this course aims to bring together diverse elements of marketing together and encourage students to implement the knowledge directly, analyzing quantitative data from case studies that seek to address diverse strategic marketing issues.
The topics selected in this course aim to deepen students’ understanding of the complex strategic marketing issues that affect firm performance. In particular, the course addresses the role of marketing strategy and diverse marketing elements in driving business performance.
As we progress through the course, students will gain deeper understanding of the impact and trade-offs between different marketing elements and marketing’s impact on bottom-line performance.
Besides highlighting burning issues for marketing managers, this course aims to develop student’s appreciation of the need for a marketer to quantify the impact of selected marketing solutions.
To achieve the outlined learning objective, this course takes an innovative, continuous learning approach in which the theory and applications of theory are intertwined and the students take steps through a Learning- Applying - Presenting approach for each subsequent main strategic issue.
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.