Doing Marketing for Value Creation

Introduction

Please note that this is a preliminary course description. The final version will be published in June 2027.

Doing Marketing for Value Creation is a final-semester capstone course designed to prepare students for applied marketing roles. Building on the full course portfolio of the MSc in Strategic Marketing, the course enables students to structure and analyse real-world marketing problems by applying skills, methods, and knowledge acquired across the marketing discipline. Students will learn to synthesize insights and develop well-reasoned decisions and actionable plans.

The course is structured around solving marketing cases in groups, covering a wide range of industries. This not only helps students apply their knowledge in diverse contexts—including both B2C and B2B sectors—but also strengthens their skills in collaboration, teamwork, and oral presentation. In addition to cases, marketing simulation games will be used to supplement learning. The goal of both the cases and simulations is to give students hands-on experience in scenarios that closely mirror real-life marketing challenges, allowing them to integrate the theoretical, methodological, and practical competencies developed during the first three semesters of the MSc programme.

To support the case-solving process, the course includes workshops on key skills such as designing effective PowerPoint presentations, writing applied marketing strategy reports, presentation techniques, and the integration of AI tools into case work.

Throughout the semester, students will engage in a three-layered learning model. First, plenary sessions will introduce the cases and simulations. Second, the core of the course consists of group work, where students receive coaching from faculty to develop case solutions and prepare their presentations and reports. Third, students will present and discuss their solutions in class/groups, facilitating reflection and the extraction of broader learning from each case.

Course content

This course serves as the capstone of the MSc in Strategic Marketing. Students will work in teams to solve a variety of marketing cases, applying the knowledge and skills developed throughout the programme.

The course combines plenary sessions, group work, and active faculty coaching. In plenary lectures, students will be introduced to each case, present their solutions, and engage in class/groups discussions to reflect on findings and key learnings. Group work sessions form the core of the course and will include hands-on tutoring from course faculty.

Students will work on a series of marketing cases and simulations drawn from a range of industries and addressing diverse marketing challenges. The cases will include a mix of current real-life cases from companies, fictional cases, and computer-based simulation games. To support their work, students will receive introductory case materials as well as access to skill-building workshops on topics such as presentation techniques, case writing, the use of relevant tools, etc.