Knowledge

The student...

has in-depth knowledge about the concept of market strategy and how strategic choices differentiate from benchmarking and efficiency processes
has in-depth knowledge about important strategic problems - e.g. market orientation, segmentation, differentiation, positioning, development of relevant market offers, channel strategies, customer satisfaction, customer value and profitability
has in depth knowledge about how market structures and competitive situations influence companies' strategic options

Skills

The student...

can critically 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 results and changing environments (internal and external)

General competence

The student...

can organise a project group (assign roles and responsibilities) and cooperate with others in order to facilitate a strategy project and develop marketing activities
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
has an understanding of how different courses in the study program are connected and understands how strategic decisions should be based on consumer-, market-, and competitive insights

Subject description MSI4200

Market Strategy