Marketing Management and Strategy

Introduksjon

• 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

Kursets innhold

1. Course content

2. Key concepts and theories in strategy
   • Value chain activities and economies of scale
   • Strategic resources
   • Future cash-flow and firm financial value
   • Strategic choices and market heterogeneity
3. Marketing management and strategy
   • Market matrix with 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
4. Analyzing markets
   • Definition of a market
   • Market mechanisms (economics)
   • External trends and likely effects on markets (PESTEL)
   • Strategic choices and competitive dynamics (5 C)
   • Market structures
5. Analyzing customer behavior
   • Buying process and customer journey
   • Customer satisfaction and development of customer relationships
   • Attitude formation and persuasion through market communication
6. Strategic customer portfolio management
   • Customer heterogeneity and segmentation
   • Customer data and analytics
   • Service design and management of customer interaction
   • Customer communication and customer programs  
7. Strategic product portfolio management
   • Product differentiation and innovation
   • Product quality, profitability, and customer satisfaction
   • Pricing
   • Distribution and partner networks
8. Strategic brand management
   • Brand positioning
   • Brand communication
   • Brand architecture
9. Strategic market planning
   • Identification and formulation of strategic market problems
   • Market planning process
   • Key performance indicators
   • Writing a compelling marketing plan

Forbehold

Dette er et utdrag fra den komplette kursbeskrivelsen for kurset. Dersom du er aktiv student på BI, kan du finne de komplette kursbeskrivelsene med informasjon om bl.a. læringsmål, læreprosess, pensum og eksamen på portal.bi.no. Vi tar forbehold om endringer i denne beskrivelsen.