Marketing Strategy


Course Objective

Marketing strategy focuses on how firms can identify opportunities for
creating customer value and deliver this value effectively.
Understanding the drivers of superior customer need fulfillment and
establishing sustainable competitive advantage in the marketplace are
key issues in this process. The objective of this course is to give you
insights into key topics within the field of marketing strategy, how
effective strategic marketing decisions can be made and which effects
they have for customers, firms, and other stakeholders.

By following this course, you will:
- Demonstrate a critical understanding of the concepts and theories
used, as well as key topics covered, in the top academic journals on
marketing strategy.
- Effectively apply marketing strategy theory both to understand
real-life marketing strategy problems and to design solutions to those
- Communicate and collaborate effectively with an international
cohort of classmates to design and produce case solutions or other
presentations, provided in English, to both academic and professional

Course Content

We will go beyond marketing tactics for a single product or service
offering. Our focus will be on the strategic-level management of a
firm's marketing resources and capabilities in order to build a
sustainable competitive advantage. We will explore how to create value
equity, brand equity and relationship equity to generate the greatest
financial return for the firm. As such, topics such as market
orientation, innovation, branding, customer loyalty, and customer
lifetime value will be discussed extensively. We will do so based on
state-of-the-art knowledge on these areas as well as a large business
case problem, and examples from business practice.

Teaching Methods

Lectures, workgroups

Method of Assessment

Written examination: 70%;
Assignment: 30%;
each to be completed with a minimum score of 5.0


Academic articles

Custom Course Registration

Students can only enroll for the lectures. Assignment to workgroups will be done by the course coordinator at the start of the course

General Information

Course Code E_MKT_MSTRAT
Credits 6 EC
Period P1
Course Level 400
Language of Tuition English
Faculty School of Business and Economics
Course Coordinator dr. M. Becker
Examiner dr. M. Becker
Teaching Staff dr. P. Ozturan
dr. K. Gorissen
prof. dr. J.F.D.B. Wempe
dr. M. Becker

Practical Information

You need to register for this course yourself

Teaching Methods Study Group*, Lecture

*You cannot select a group yourself for this teaching method, you will be placed in a group.

Target audiences

This course is also available as: