MAN 5160 Market Strategy

MAN 5160 Market Strategy

Course code: 
MAN 5160
Department: 
Marketing
Credits: 
30
Course coordinator: 
Tarje Børsum Gaustad
Course name in Norwegian: 
Markedsstrategi
Product category: 
Executive
Portfolio: 
Executive Master of Management
Semester: 
2023 Autumn
Active status: 
Active
Level of study: 
Master
Teaching language: 
Norwegian
Course type: 
Associate course
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
Learning outcomes - Skills
  • Identifying the most important stratgic problems that need to be solved in order to achieve growth and profitability
  • 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
  • Strategy and sustainability

Analysis

  • Methods for markets insight
  • Cause and effect (Causality)
  • Multivariate analyses (correlations, factor analysis, t-test, ANOVA og regresssion analysis)
  • Conceptual understanding of cluster analysis and conjoint analysis
  • Areas of application
    • Buying process
    • Customer satisfaction and loyalty
    • Customer portfolio
    • Segmentation
    • Product portfolio
    • Market and competition
    • Effectiveness in marketing

Customer strategy

  • Customer centricity
  • Customer lifetime value (CLV)
  • Customer satisfaction
  • Segmentation
  • CRM
  • Loyalty programs and customer service

Product strategy

  • Growth and profitability
  • Distribution
  • Pricing
  • Product development

Brand and advertising

  • Brand strength
  • Growth strategies
  • Brand Communication
Teaching and learning activities

The program is organized in five modules, total of 150 teaching hours, with a combination of sessions on campus and online modules. 

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.

Participation in a simulation game.

In all BI Executive courses and programs, there is a mutual requirement  
for the student and the course responsible regarding the involvement of the student's experience in the planning and implementation of courses, modules and programmes. This means that the student has the right and duty to get involved with their own knowledge and practice relevance, through the active sharing of their relevant experience and knowledge.
 

Software tools
Software defined under the section "Teaching and learning activities".
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 and at least four years of work experience. For applicants who have already completed a master’s degree, three years of work experience are required.

Disclaimer 

Deviations in teaching and exams may occur if external conditions or unforeseen events call for this. 

Required prerequisite knowledge

Participants should have knowledge about business economics and statistical analysis.

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
All exams must be passed to get a grade in this course.
Total weight: 
100
Student workload
ActivityDurationComment
Teaching
105 Hour(s)
Prepare for teaching
150 Hour(s)
Student's own work with learning resources
500 Hour(s)
Self study, term paper and exam
Webinar
12 Hour(s)
Digital resources
  • Interactive video
  • Interactive websites
33 Hour(s)
Sum workload: 
800

A course of 1 ECTS credit corresponds to a workload of 26-30 hours. Therefore a course of 30 ECTS credit corresponds to a workload of at least 800 hours.