Karlstad University Lars Haglund Marketing Strategies 15 ECTS

Karlstad University Lars Haglund Marketing Strategies (15 ECTS) 1

Course Background n n 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? 2

Cental C: s of the Course Competitors Customers Communication 3

Course Objectives To give you advanced and practical knowledge in creating marketing strategy: Competitive Strategy Consumer Behaviour Marketing Communication 4

Why this course? n n Relevant knowledge Three good books Linking theory with practice Cases integrated in project 5

Course Method n n n Problem Based Learning Lerning by Doing Developing your personal skills! Report writing Presentations and discussions Feedback all the way! 6

Reading List Fill Chris. Simply Marketing Communications Engagement and Practice. Edition 2006. Pearson Education v. Grant Robert M. Contemporary Strategy Analysis. Edition 2008. Malden, MA: Blackwell Publishing Ltd, a company of John Wiley and Sons, Sixth edition v. Peter and Olson: Consumer Behavior and Marketing Strategy. Eighth edition, Mc. Graw-Hill. As an alternative you can use Peter, Olson and Grünert. Consumer Behaviour and Marketing Strategy. Edition 1999. Maidenhead: Mc. Graw-Hill Europe, European Edition 7

Course Information Course information is given on the course home page FEGC 02! Please check regularly! Course secretary: Frania Johansson, frania. johansson@kau. se 11 D 204, 054 -700 13 55 Competitive Strategy: Peter Magnusson, peter. magnusson@kau. se, 11 B 242, 054 -700 21 32 Consumer Behaviour and course coordinator: Lars Haglund, lars. haglund@kau. se, 11 B 249, 054 -700 15 18 Marketing Communication: Per Echeverri, per. echeverri@kau. se, 11 A 331, 054 -7001505 8

Course Plan and Cases n n 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. 9

Group Assignments in Competitive Strategy, Consumer Behaviour and Marketing Communication v. Case-works are carried out in groups of 3 -5 students. Groups are assigned at course introduction. v. For each of the three topics of the course a case project will be carried out. v. The formats for hand-ins and presentations are decided by each lecturer. v. Presentation in class with feedback v. Written project reports are handed in two days after the presentation v. In three more days you will get more feedback and an evaluation of the report 10

”Executive Seminar” v. The groups will present an “Executive Summary” of the three earlier reports v. This Final report is sent in two days before the seminar v. Reports are made available on the course home page v. Role play seminar with presentations and discussions v. Plan for the seminar on the home page two days before the seminar v. Feedback on presentations and discussions on the seminar v. Study your own seminar! v. Fours days after the seminar you will get more feedback and an evaluation of the Final report 11

Course Examination The grading is based on individual and group assignments. 50/50 12

Individual Examinations v. Individual examinations include individual assignments during the course and a final examination. v. Individual assignments are graded with 0 -5 points X 3 and the final examination is graded with a maximum of 35 points. 13

Group Examinations Group assignments can give up to at least 50 points. The evaluation of group assignments are divided into four parts: v. Competitive analysis 0 -10 points v. Consumer analysis 0 -10 points v. Marketing Communication Plan 0 -10 points v“Executive report” 0 -20 points Written report, presentation and discussion 0 -15 points Evaluation of role play as executive group 0 -5 points 14

Bonus points for outstanding presentations! 0 -2 points 15

Passing the Course v. To pass a student must have a minimum of 25 points on both individual and group examinations. v. A grade of Pass with distinction will be given if the total grade equals or exceeds 75 points. v. Groups that do not pass an assignment will be given opportunity to hand in a revised version of the report. 16

Projects fall 2007 n n n Walfrid Svensson HARIBO - Brand loyalty Flash - How to attract women in their 30 s to the store? n n n IKEA - Customers and the store environment. Bergqvists Shoes How does the store enviroment interact with the customers Löfbergs Lila Coffee brand coffee type? 17

Projects spring 2008 n n n Solsta hotell - How to attract Distance lerning students Smart Eyes - A new way to buy glasses Kau. IF Competition in Work Out n n n Habibi - Oriental restaurant Sonnelids - Selling beds etc…. OK/Q 8 Competing on the Karlstad market 18

Projects fall 2008 n n Audi Bilar Sverige Saxarna Konsum Kronoparken Mongolian Steakhouse n n Aroy Thai Restaurant Synsam butik Nordic Cab AB Karlstad Business School 19

Project ideas fall 2009 n n EQM Eriksson Wingefors Invest AB Per Fredriksson 20

Course Evaluation v. Written evaluation at the end of the course! v. Contact students during the course! 21

Marketing Party Up to you! 22

Once more welcome to our course! 23

Lars Haglund lars. haglund@kau. se 11 b 249 054 -7001518 Marketing Strategies (15 ECTS) 24