Marketing Strategy

Doel vak

Marketing strategy focuses on how firms can identify opportunities for creating competitive advantage, that is, a unique positioning in a competitive market that creates value for the customer and the firm. The objective of this course is to give you insights into key topics within the field of marketing strategy, how 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 problems and to design solutions to those problems.
• 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 audiences.

Inhoud vak

A firm’s marketing resources and capabilities create value for its customers and other stakeholders; hence, they are a source of
competitive advantage for the firm. In this course, we focus on the strategic management of marketing resources and capabilities. Taking the perspective of a marketing executive, we go beyond marketing tactics for a single product or service to examine the design and execution issues that cut across and align products, services, channels, and customers. The course builds on the foundations of the marketing strategy literature and guides you step by step through the fundamental ideas that constitute strategic marketing management. In particular:

• What is strategy, what is marketing, and what is marketing strategy? (Conceptual Basics)
  
• What is my relevant market and which customer group(s) do I target? (Where)
  
• What generic marketing strategies can I choose from? (What)
  
• How do I need to adapt my marketing strategy over time? (Dynamics)

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