GRA 8197 Marketing (2018/2019)
GRA 8197 Marketing (2018/2019)
This course will introduce you to basic marketing problems and perspectives and the contexts in which they arise. It will help you to develop an ability to structure and analyze such problems, and provide the appropriate tools and concepts for solving them. The course will concentrate on marketing topics which will help the marketing manager to attract and keep the right profitable customers as a means to enhance the firm's share holder value.
This course provides a comprehensive introduction to the main theoretical and managerial issues in the area of strategic marketing, with an emphasis on Business to Business (B2B) marketing. For every consumer market there are typically several upstream organizations which must deal with each other in products and services before anything is ultimately consumed. This course aims to show that B2B marketing is about to try to manage the complex network of buying and selling relationships between these organizations, with particular attention to the concept of value creation.
This EMBA course in marketing aims to give the participant a comprehensive introduction to the field of strategic marketing and decision-making. Emphasis is placed on analytical tools and a pragmatic approach for making marketing decisions that maximize long term value for the company. The course integrates the participant’s ability to understand, create and deliver value for their companies.
The student shall learn to understand:
- The field of B2B marketing and its importance in today’s business environment.
- How an in-depth understanding of buyer behavior in business markets can facilitate attempts to manage the marketing/ purchasing interface between organizations.
- The significance of relationship marketing in B2B marketing thought and practice.
- The importance of marketing channels and supply chains in B2B marketing.
- How industrial network forms and affect relationships between organisations
The course will give the participant an understanding of and ability to evaluate and uncover market potential for a product or service and supply the participant with the knowledge, tools and insights in order to develop and present a comprehensive market/product plan for executive approval.
The students shall learn to:
- Critically review their company or organisations’ strategic marketing performance.
- Assess how their company or organisations’ most important business relationships can be better managed.
The student should be able to reflect on social and ethical issues about an organization's or a company's role in society and how they chose to market themselves
The course is structured around three main areas relevant to strategic marketing at the business level: Understanding value, Creating value and Delivering value
Understanding Value:
In this first part of the program, the main focus is on value co-creation and what this implies for companies. We will specifically start with the basics of marketing and discuss the importance of marketing within firms and the ambitions of marketing for value creation. We then move over to specifics of B2B marketing such as customer-supplier interaction and relationship management. Particularly we will focus on the buying process of B2B customers and supplier relationship development.
Main themes covered in this section:
- Marketing basics
- B2B Marketing principles
- Business relationship fundamentals
- Industrial buying behaviour
Creating Value:
The second part of the course will focus in depth on value and what value creation implies for business relationship management. Particularly we will discuss customer relationship development. We will study how value can be created across multiple business relationships such as business networks and marketing channels. The students will also learn how to understand industrial buying behaviour. Finally, we will discuss what this implies for strategic business market management.
Main themes covered in this section:
- Managing business relationships with customers and suppliers
- Business networking
- Business channel management
- Marketing strategy
Delivering Value:
The final part of the course will focus on how firms can extract value from customers with particular focus on customer management and how new business can be gained.
Main themes covered in this section:
- Customer acquisition and retention
- Customer development
- Customer value management.
1 ECTS credit corresponds to a workload of 26-30 hours.
This course will involve a combination of lectures, discussions, short case analyses and presentations. The students will work extensively in small groups in order to better draw on the experience and backgrounds of each individual.
Students are expected to have read the text prior to each lecture and prepare for discussions in class where emphasis will be on comprehending, reflecting and applying the knowledge The students will be exposed to short cases and exercises that are intended to solidify the underlying marketing theory. They will be expected to present their conclusions to the rest of the class for discussion.
Each class session will be conducted in a highly interactive mode, where students are expected to actively participate and contribute with questions and examples from their own work experience.
Each group will be required to define a real marketing challenge with regards to introduction of a new product/service or repositioning of an existing product/service facing their own company. The team members are expected to prepare a market/product plan which they will present to executive management (the rest of the class). This will take place during the two last sessions of the course in the second module.
Attendance to all sessions in the course is compulsory. If you have to miss part(s) of the course you must ask in advance for leave of absence. More than 25% absence in a course will require retaking the entire course. It's the student's own responsibility to obtain any information provided in class that is not included on the course homepage/ It's learning or other course materials.
This is a course with continuous assessment (several exam components) and one final exam code. Each exam component will be graded using points on a scale 0 -100. The components will be weighted together according to the information in the course description in order to calculate the final letter grade for the course. Students who fail to participate in one/some/all exam components will get a lower grade or may fail the course. Candidates may be called in for an oral hearing as a verification/control of written assignments.
Specific information regarding the points system and the mapping scale beyond the information given in the course description will be provided in class. This information may be relevant for requirements for term papers or other hand-ins, and/or where class participation can be one of several elements of the overall evaluation.
The course is a part of a full Executive MBA programme and examination in all courses must be passed in order to obtain a certificate.
Granted admission to the EMBA programme. Please consult our student regulations.
| Assessments |
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Exam category: Submission Form of assessment: Written submission Weight: 50 Grouping: Individual Duration: 1 Semester(s) Comment: 50% - assignment (individual) Exam code: GRA 81971 Grading scale: Point scale leading to ECTS letter grade Resit: All components must, as a main rule, be retaken during next scheduled course |
Exam category: Activity Form of assessment: Class participation Weight: 10 Grouping: Individual Comment: 10% - class participation (individual) Exam code: GRA 81971 Grading scale: Point scale leading to ECTS letter grade Resit: All components must, as a main rule, be retaken during next scheduled course |
Exam category: Submission Form of assessment: Written submission Weight: 40 Grouping: Group (2 - 8) Duration: 1 Semester(s) Comment: 40% - assignment (group) Exam code: GRA 81971 Grading scale: Point scale leading to ECTS letter grade Resit: All components must, as a main rule, be retaken during next scheduled course |
A course of 1 ECTS credit corresponds to a workload of 26-30 hours. Therefore a course of 4 ECTS credit corresponds to a workload of at least 110 hours.