Course description

Seminar in Marketing Strategy

Introduction

This seminar is designed to provide an introduction to the area of research in marketing strategy.
As such, it will identify, review, evaluate and critique a variety of topics in the field of marketing strategy and management. The major objectives are to help participants (1) understand the main theoretical rationales within the field, (2) understand the methods employed in empirical research within the area, and (3) identify areas for future research activity.

Course content

Scope of Seminar: The area of marketing strategy is a broad field of study and covers many topics and several theoretical paradigms.

Learning outcome knowledge

  • will have in depth knowledge of theories in strategy, innovation and product development, brand strategy, customer strategy, and organization of marketing
  • will have the ability to identify critical research and managerial issues related to marketing

 

Exam organisation

  • Written assignment: 100%