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EXC 3580 Marketing Management and Strategy

EXC 3580 Marketing Management and Strategy

Course code: 
EXC 3580
Course coordinator: 
Auke Hunneman
Course name in Norwegian: 
Marketing Management and Strategy
Product category: 
Bachelor - Common Courses
2025 Spring
Active status: 
Level of study: 
Teaching language: 
Course type: 
One semester
  • Every organization must have a well-thought-out strategy and plan to generate the necessary revenue for profitability and long-term viability. This course specifically addresses organizations operating in markets where the key to revenue lies in selling products and services to customers.
  • Long-term success requires the organization to be market-oriented, adept at translating current and future customer needs into appealing and profitable offerings.
  • A crucial aspect of any strategy is the development of a competitive advantage, achieved through valuable and rare organizational resources that are difficult to replicate. This course places emphasis on managing market-related resources, such as customer relationships, brands, and partner networks. As the economy becomes increasingly digital, the strategic management of these market-based resources becomes even more vital for sustainable
Learning outcomes - Knowledge
  • Students shall acquire sufficient theoretical and practical knowledge needed to understand how companies develop profitable and sustainable strategies in competitive and dynamic markets.
  • The content of a strategic marketing plan and the key activities in the planning process.
  • Students will learn what companies do to:
    • Attract, keep, and develop valuable customers.
    • Develop attractive and profitable products and services.
    • Develop and leverage attractive brands.
  • Students will learn how digitalization of the economy is affecting customer interaction and competitive dynamics.
Learning outcomes - Skills
  • Be able to develop a strategic marketing plan that specifies what actions a company will do to obtain strategic goals, how the actions are expected to affect revenues and costs, the key performance indicators used to monitor the implementation of the strategy, and how the strategy will relate to roles and responsibilities in the organization.
  • Be able to conduct and interpret analysis of markets, competitors, customers, and effectiveness of market related activities.
Course content
  1. What is strategy?
    • Value chain activities and economies of scale
    • Strategic resources
    • Future cash-flow and firm financial value
    • Strategic goals and choices
  2. Marketing management and strategy
    • Market matrix defining strategic product categories and customer segments
    • Allocating revenues and all costs in the market matrix
    • Managing coordination and synergies within and across the market matrix
  3. Analyzing markets
    • Market mechanisms (economics)
    • External trends (PESTEL)
    • Competitive dynamics (5 C)
  4. Analyzing customer behavior
    • Buying process and customer journey
    • Customer satisfaction and relationships
    • Attitude formation and persuasion through market communication
  5. Marketing management - Customer portfolio management
    • Customer heterogeneity and segmentation
    • Service design and management of customer interaction
    • Customer communication and loyalty programs  
  6. Marketing management - Product portfolio management
    • Product differentiation and innovation
    • Product quality and customer satisfaction
    • Pricing
    • Distribution and partner networking
  7. Marketing management - Brand portfolio management
    • Brand positioning
    • Brand communication
    • Brand architecture
  8. Strategic market planning
    • Identification and formulation of strategic market problems
    • Marketing planning process
    • Key performance indicators
    • Writing a compelling marketing plan
Teaching and learning activities
  • The course will have 30 hours lectures and synchronous activities. In addition to central concepts and theories, lectures will cover exercises related to a course specific case and discussion of relevant issues like digitalization, sustainability, and others.
  • Digital learning resources will be made available, and students are expected to use these in preparation for classes and for the final exam. This will be equivalent to 12 hours a-synchronous material.
  • Students will deliver electronically three work requirements related to the course specific case and must pass two of these before they are allowed to take the individual exam.
Software tools
No specified computer-based tools are required.

Higher Education Entrance Qualification.


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

Mandatory courseworkCourseworks givenCourseworks requiredComment coursework
Mandatory42Students will deliver electronically three work requirements related to the course-specific case and must pass two of these before they are allowed to take the individual exam. Further information is given in the lectures and on Itslearning.
Mandatory coursework:
Mandatory coursework:Mandatory
Courseworks given:4
Courseworks required:2
Comment coursework:Students will deliver electronically three work requirements related to the course-specific case and must pass two of these before they are allowed to take the individual exam. Further information is given in the lectures and on Itslearning.
Exam category: 
School Exam
Form of assessment: 
Structured Test
Exam/hand-in semester: 
First Semester
Support materials: 
  • No support materials
3 Hour(s)
Exam code: 
EXC 35801
Grading scale: 
Examination every semester
Type of Assessment: 
Ordinary examination
Total weight: 
Student workload
30 Hour(s)
Lessons/ synchronous activity
Digital resources
  • Simulation/game
  • Test with automatic feedback
12 Hour(s)
Preparations for lectures, use of a spreadsheet model to implement work requirements, as well as preparations for exams.
Seminar groups
40 Hour(s)
Work with the work requirements
Student's own work with learning resources
115 Hour(s)
Read the syllabus and study the course
3 Hour(s)
Sum workload: 

A course of 1 ECTS credit corresponds to a workload of 26-30 hours. Therefore a course of 7,5 ECTS credit corresponds to a workload of at least 200 hours.