GRA 6409 Strategic Marketing Issues
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APPLIES TO ACADEMIC YEAR 2012/2013
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GRA 6409 Strategic Marketing Issues Responsible for the course Tor W Andreassen Department Department of Marketing Term According to study plan ECTS Credits 6 Language of instruction English Introduction The purpose of marketing is to transform company resources to satisfy customer needs more effectively and efficiently than competing alternatives. The unique competence in marketing is to deeply understand customer needs and how value is created to fulfill these needs better and more profitable than competition way. We show that organizations need to be flexible and adaptable to major changes in how value and competitive advantage is created. Learning outcome In strategic marketing we focus on developing the analytical skills required to identify the key strategic issues companies are facing in the market they compete in, and the skills required to develop and implement effective marketing strategies. Skill objective: - Analyze customers, market, competition and marketing - Identify key strategic marketing issues - Formulate objectives and strategic initiatives - Obtain support to implement plan Knowledge objectives: - What is a market, what is marketing and what is market orientation? - What are the drivers of market dynamics and the key principles in segmentation theory? - How a customer centric organization enhances the value of a customer portfolio? - How companies build a strong portfolio of brands? - How companies innovate and develop a strong portfolio of products? - How companies create value for customers and develop sustainable competitive market positions? - How companies cooperate in networked business models? Attitude objectives: - Critical reflection and thinking - Appreciation for the complexity of marketing decisions and business in general Prerequisites Prior knowledge of marketing management. Compulsory reading Collection of articles: A number of scientific and managerial articles are compulsory literature. In addition students need to acquire a set of HBS cases. Other: A list of compulsory readings will be provided on it's learning or in class. During the course there may be hand-outs and other material on additional topics relevant for the course and the examination. Recommended reading Books: Larréché, Jean-Claude, Hubert Gatignon, Réme Triolet. 2003. Markstrat online : student handbook. StratX International Selnes, Fred. 2010. Introduction to marketing management principles. Unipub Course outline The purpose of Marketing and Market Orientation Customer centric organization and customer portfolio Strategic brand building Competitive positioning and creation of customer value Innovation and product management Networked business models Computer-based tools Markstrat simulation Learning process and workload The class will be organized around discussing selected topics illustrated by theoretical articles and cases. The students are expected to be well prepared and highly involved in the discussions. An application of the discussion topic will be the use of the Markstrat simulation, where student teams compete against each other in a fictional marketing environment. Students will work in groups but also evaluated for their individual performance. Please note that while attendance is not compulsory in all courses, it is the student’s own responsibility to obtain any information provided in class that is not included on the course homepage/It's learning or text book.
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