Knowledge

The student...

has in depth knowledge about the concept of market strategy and how strategic choices differentiate from benchmarking and other efficiency processes
has in depth knowledge about important strategic problems - e.g. market orientation, segmentation, differentiation, positioning, development of relevant market offers, customer satisfaction, customer value and profitability
has in depth knowledge about how market structures and competitive situations influence companies' strategic options
has in depth knowledge about brand value and how brands influence consumers cognitive processes and decisions
has in depth knowledge about companies systematic approach to create brand value and how they can capitalize on brands and create growth
has in depth knowledge about brand architecture and implications for brand portfolios

Skills

The student...

can analyze markets, customers and external environments and discuss the strategic implications of these analyzes
can develop a market strategy, choose strategic directions and tactics, and allocate resources
can analyze and evaluate market effects as a consequence of strategic choices
can evaluate and adapt the existing market strategy as a consequence of the results and changing environments (internal and external)
can use techniques to map brand associations and develop associative networks to describe the brand positioning
can use the brand pyramid as a tool to analyze brand strength and prioritize brand development tactics
can use relevant theory to evaluate alternative brand growth strategies
can evaluate and suggest solutions for brand architecture

General competence

The student...

can cooperate in a project group and be able to manage a strategy project
can work systematically and analytically to shed light on complex strategic decisions
can contribute in projects to maximize customer- and brand value, and develop a profitable market strategy
understands how different topic and courses are connected and understand how strategic decisions must be based on consumer-, market-, and competitive insights

Subject description MMV5100

Market and Brand Strategy