Transcript Marketing Strategies

Karlstad University
Lars Haglund
Marketing
Strategies
(15 ECTS)
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Course Background
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What are the most important
things you have to know in
marketing to complement basic
level marketing?
What assignments do you get on
your first jobs?
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Cental C:s of the Course
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Competitors
Customers
Communication
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Course Objectives
To give you advanced and practical
knowledge in creating marketing
strategy:
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Competitive Strategy
Consumer Behaviour
Marketing Communication
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Why this course?
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Relevant knowledge
Three good books
Linking theory with practice
Cases integrated in project
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Course Method
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Problem Based Learning
Lerning by Doing
Developing your personal skills!
Report writing
Presentations and discussions
Feedback all the way!
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Reading List
Fill Chris. Simply Marketing Communications Engagement and Practice. Edition 2006. Pearson Education
Grant Robert M. Contemporary Strategy Analysis.
Edition 2008. Malden, MA: Blackwell Publishing Ltd, a company of John Wiley and Sons, Sixth edition
Peter and Olson: Consumer Behavior and Marketing
Strategy.
Eighth edition, McGraw-Hill. As an alternative you can use Peter, Olson and
Grünert. Consumer Behaviour and Marketing Strategy. Edition 1999. Maidenhead: McGraw-Hill
Europe, European Edition
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Course Information
Course information is given on the course home page FEGC02! Please check regularly!
Course secretary: Frania Johansson,
[email protected]
11D204, 054-700 13 55
Competitive Strategy: Peter Magnusson,
[email protected], 11B242, 054-700 21 32
Consumer Behaviour and course coordinator:
Lars Haglund, [email protected], 11B249,
054-700 15 18
Marketing Communication: Per Echeverri,
[email protected], 11A331, 054-7001505
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Course Plan and Cases
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We work with practical cases from
companies/organisations.
The three parts are integrated in a
project: A Competitive Strategy
Analysis is the basis for analysing
Customers/Consumers and this in turn
is the foundation for developing a
Marketing Communication Plan.
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Group Assignments in Competitive
Strategy, Consumer Behaviour and
Marketing Communication
Case-works are carried out in groups of 3-5 students.
Groups are assigned at course introduction.
For each of the three topics of the course a case
project will be carried out.
The formats for hand-ins and presentations are
decided by each lecturer.
Presentation in class with feedback
Written project reports are handed in two days after the
presentation
In three more days you will get more feedback and an
evaluation of the report
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”Executive Seminar”
The groups will present an “Executive Summary” of the
three earlier reports
This Final report is sent in two days before the seminar
Reports are made available on the course home page
Role play seminar with presentations and discussions
Plan for the seminar on the home page two days
before the seminar
Feedback on presentations and discussions on the
seminar
Study your own seminar!
Fours days after the seminar you will get more
feedback and an evaluation of the Final report
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Course Examination
The grading is based on individual
and group assignments.
50/50
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Individual Examinations
Individual examinations include individual
assignments during the course and a final
examination.
Individual assignments are graded with 0-5
points X 3 and the final examination is graded
with a maximum of 35 points.
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Group Examinations
Group assignments can give up to at least 50 points.
The evaluation of group assignments are divided into
four parts:
Competitive analysis
0-10 points
Consumer analysis
0-10 points
Marketing Communication Plan 0-10 points
“Executive report”
0-20 points
Written report, presentation and discussion 0-15 points
Evaluation of role play as executive group 0-5 points
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Bonus points for
outstanding
presentations!
0-2 points
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Passing the Course
To pass a student must have a minimum of
25 points on both individual and group
examinations.
A grade of Pass with distinction will be given
if the total grade equals or exceeds 75 points.
Groups that do not pass an assignment will
be given opportunity to hand in a revised
version of the report.
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Projects fall 2007
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Walfrid
Svensson
HARIBO - Brand
loyalty
Flash - How to
attract women
in their 30s to
the store?
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IKEA - Customers
and the store
environment.
Bergqvists Shoes How does the store
enviroment interact
with the customers
Löfbergs Lila Coffee brand and
coffee type?
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Projects spring 2008
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Solsta hotell - How
to attract Distance
lerning students
Smart Eyes - A
new way to buy
glasses
KauIF Competition in
Work Out
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Habibi - Oriental
restaurant
Sonnelids - Selling
beds etc….
OK/Q8 Competing on the
Karlstad market
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Projects fall 2008
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Audi Bilar Sverige
Saxarna
Konsum
Kronoparken
Mongolian
Steakhouse
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Aroy Thai
Restaurant
Synsam butik
Nordic Cab AB
Karlstad Business
School
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Project ideas fall 2009
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EQM
Erik Eriksson
Wingefors Invest AB
Per Fredriksson
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Course Evaluation
Written evaluation at the end
of the course!
Contact students during the
course!
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Marketing Party
Up to you!
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Once more welcome
to our course!
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Lars Haglund
[email protected]
11b249
054-7001518
Marketing
Strategies
(15 ECTS)
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