The document outlines a marketing strategies course for autumn 2017, focusing on consumer behavior, competitive strategy, and marketing communications. It details course structure, learning outcomes, and evaluation methods, including individual tests and project reports. The teaching style emphasizes practical application, teamwork, and continuous feedback, along with a recommended reading list and contact information for course instructors.

1. 1
Marketing Strategies (15 ECTS – Autumn 2017)
Photo by Thomsonmart licensed under the Creative Commons Attribution-Share Alike 3.0 Unported license.

2. Competitors
Customers
Communication
Central C:s of the Course

3. • in-depth knowledge in central areas of
marketing strategy, such as consumer
behaviour, competitive strategy, and
marketing communications
• able to identify and analyse strategic
situations in businesses
Learning outcomes

4. Linking theory and practice
Analysing a real world company
Developing your personal skills
Teaching style
Report writing
Presentations and discussions
Feedback all the way!

5. Ketchen, D. and Short, J.
Mastering Strategic Management.
Peter & Olson
Consumer Behavior and Marketing Strategy.
 Dahlen, M., Lange, F. and Smith, T.
Marketing Communications: A Brand Narrative
Approach.
Reading List

6. Course secretary:
Frania Johansson, frania.johansson@kau.se
11D204, 054-700 13 55
Competitive Strategy:
Johan Netz, johan.netz@kau.se,
11C384, 054-700 25 41
Consumer Behaviour:
Peter Samuelsson, peter.samuelsson@kau.se,
11D383b, 054-700 19 81
Marketing Communication:
Jörg Pareigis, jorg.pareigis@kau.se,
11D386, 054-700 23 39
Who you will meet

7. Module
1
Module
2
Module
3
Total
Individual
test
15 15 15 45
Project
report
10 10 10 30
Final
report
15
Self + peer
assessm.
5
Thesis
proposal
5
Examinations

8. happy_sad_face_smiley by Alan O'Rourke shared under a Creative Commons (BY) license
The ideal team member

9. 1. Do your part
2. Share your ideas
3. Work toward
agreement (consensus)
4. Keep a positive attitude
5. Competent
The ideal team member - criteria
Complete the tasks assigned to you.
Be willing to put in the time necessary to
complete your team assignment.
Ask if there is anything you can do.
Pull your own weight and do your share of the
assignments.
Express your opinions.
Respond to other group members' ideas.
Ask other group members for their ideas.
Be open to other ideas, opinions, and
perspectives.
Be willing to work together.
Work as a team (not solely on an individual basis).
Maintain a sense of humor.
Be courteous.
Give feedback in the form of constructive
criticism.
Understands strategic management.
Has knowledge of strategic management tools,
models and techniques.
Understands the company's industry.
Has good writing skills.

10. 5 = always performed in this way
4 = very often performed in this way
3 = often performed in this way
2 = occasionally performed in this way
1 = rarely performed in this way
0 = never satisfied this criteria
Evaluation

11. Evaluation table
Team
member
Do your part
(0-5)
Share ideas
(0-5)
Work
toward
agreement
(0-5)
Keep a
positive
attitude
(0-5)
Competency
(0-5)
Yourself

12. • Formation of groups
• Distribution of companies
• Technical setup
Course
introduction
Course workflow - I

13. • Reading assignments + Video lectures
• Work with MC-questions
• Seminars
• Individual test
• Project work with presentation and report
• Feedback on project and presentation
• Self and peer assessment
• Thesis proposal
Module 1
Competitive
Strategy
Course workflow - II

14. • Reading assignments + Video lectures
• Work with MC-questions
• Seminars
• Individual test
• Project work with presentation and report
• Feedback on project and presentation
• Self and peer assessment
• Thesis proposal
Module 2
Consumer
Behaviour
Course workflow - III

15. • Reading assignments + Video lectures
• Work with MC-questions
• Seminars
• Individual test
• Project work with presentation and report
• Feedback on project and presentation
• Self and peer assessment
• Thesis proposal
Module 3
Marketing
Communica-
tions
Course workflow - IV

16. • Integration of project work
• Presentation and discussion of final report
-> Executive Seminar
• Direct feedback on presentation
• Revision of final report
• Feedback on final report
Final
week
Course workflow - V

17. Written evaluation at the end of
the course!
Contact students during the
course!
Course Evaluation

18. Highly
recommended
(but up to you of course)!
Marketing Party

19. 19
Once more welcome
to our course!