MAN 5160 Market Oriented Business Strategy

MAN 5160 Market Oriented Business Strategy

Course code: 
MAN 5160
Department: 
Marketing
Credits: 
30
Program of study: 
Executive Master of Management
Course coordinator: 
Fred Selnes
Product category: 
Executive
Portfolio: 
Master of Management
Semester: 
2019 Autumn
Active status: 
Active
Teaching language: 
Norwegian
Course type: 
Associate course
Course codes for multi- or associated courses.
MAN 5161 - første semester
MAN 5162 - andre semester
Introduction

An excellent strategy for how a company will achieve its revenues is a critical condition for market success. In the program students learn a methodology for developing a market oriented business strategy. A good business strategy is about developing attractive value propositions to main segments, and communicating and delivering these propositions so that customers have positive experiences and remain customers.

An overall business strategy is about developing a consistent plan for three main management areas. First, companies need an overall customer strategy for how the company will acquire, develop and keep their customer portfolio. Next, the company needs an overall strategy for developing an attractive, competitive and profitable portfolio of products. Third, the company needs an overall strategy for their brand(s) with a clear promise that strengthens the customer relationships and their product portfolio attractiveness.  As these areas are closely interdependent, the business strategy plan needs to address how these areas will be coordinated and managed.

There are five stages in the development of a business strategy:

  • Situation analysis and the overall strategic problems to be solved.
  • Defining strategic goals.
  • Developing the strategic initiatives.
  • Allocating resources.
  • Measurement and control.
Learning outcomes - Knowledge
  • Fundamental knowledge about customer behavior in a digital world, segmentation, and the main tools in sales and marketing.
  • ​Understanding market change and its effect on competitive performance and profitability
  • Organizing marketing
  • Main differences between B2B and B2C
Learning outcomes - Skills
  • Developing an overall and market oriented business strategy plan.
  • ​Tools for analyzing customers, products, brand, market and competition from various data sources.
  • Ability to make strategic choices
General Competence
  • Critical reflection on market and marketing
Course content

Strategy and planning

  • Document
  • Process

Analysis

  • Buying process
  • Customer portfolio
  • Segmentation
  • Product portfolio
  • Market and competition
  • Effectiveness in marketing

Customer strategy

  • Customer lifetime value (CLV)
  • Segmentation
  • CRM
  • Loyalty programs
  • Sales
  • Customer service

Product strategy

  • Growth and profitability
  • Distribution
  • Pricing
  • Product development

Brand and advertising

  • Brand strength
  • Creative branding concepts
  • Advertising in different channels
Teaching and learning activities

Program is organized in five modules, total of 150 teaching hours.

Evaluation based on a group based term project (60%) and a 72 hours individual home exam (40%). The term project is to develop a market oriented business strategy for a specific company.

Students will use Excel and SPSS.

Software tools
SPSS
Qualifications

Bachelor degree, corresponding to 180 credits from an accredited university, university college or similar educational institution
The applicant must be at least 25 years of age
At least four years of work experience. For applicants who have already completed a master’s degree, three years of work experience are required.

Exam categoryWeightInvigilationDurationGroupingComment exam
Exam category:
Submission
Form of assessment:
Written submission
Exam code:
MAN 51601
Grading scale:
ECTS
Grading rules:
Internal and external examiner
Resit:
Examination when next scheduled course
60No2 Semester(s)Group/Individual (1 - 3)Term paper, counting 60% of the total grade.
Exam category:
Submission
Form of assessment:
Written submission
Exam code:
MAN 51602
Grading scale:
ECTS
Grading rules:
Internal examiner
Resit:
Examination when next scheduled course
40No72 Hour(s)Individual Individual 72 hours home exam, counting 40% of the total grade.
Exams:
Exam category:Submission
Form of assessment:Written submission
Weight:60
Invigilation:No
Grouping (size):Group/Individual (1-3)
Duration:2 Semester(s)
Comment:Term paper, counting 60% of the total grade.
Exam code:MAN 51601
Grading scale:ECTS
Resit:Examination when next scheduled course
Exam category:Submission
Form of assessment:Written submission
Weight:40
Invigilation:No
Grouping (size):Individual
Duration:72 Hour(s)
Comment:Individual 72 hours home exam, counting 40% of the total grade.
Exam code:MAN 51602
Grading scale:ECTS
Resit:Examination when next scheduled course
Type of Assessment: 
Ordinary examination
Total weight: 
100
Credit reduction
100
100
Credit reductions:
Credit reduction:100
Credit reduction:100