1 Karlstad University Lars Haglund Spring 2011 Marketing Strategies (15 ECTS)

2 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? Course Background

3  Competititors  Customers/Consumers  Communication Central CCC:s of the Course

4 Problem Based Learning Developing your personal skills! Report writing, presentations and discussions Feedback all the way! Course Method

5 We work with practical cases from companies/organizations. A Competitive Strategy Analysis is the basis for analyzing Customers. This in turn is the foundation for developing a Marketing Communication Plan. The three studies are integrated into an Executive Summary. Course Plan and Cases

6 Course coordinator: Lars Haglund, 11B249, , Course administrator: Frania Johansson, 11D204, Competitive Strategy: Peter Magnusson, 11B242, , Jörg Pareigis, 11D386, Consumer Behaviour: Lars Haglund, 11B249, , Poja Shams, 11D305, Marketing Communication: Per Echeverri, 11A331, Course Information

7  Grant Robert M. Contemporary Strategy Analysis. Edition Malden, MA: Blackwell Publishing Ltd, a company of John Wiley and Sons, Sixth edition  Peter & Olson: Consumer Behavior and Marketing Strategy.  Ninth edition, McGraw-Hill. As an alternative you can use Peter, Olson and Grünert. Consumer Behaviour and Marketing Strategy. Edition Maidenhead: McGraw-Hill Europe, European Edition  Lange & Dahlén. Optimal Marknadskommunikation. Liber ekonomi, 2003  (Fill Chris. Simply Marketing Communications - Engagement and Practice. Ed Pearson Education. ) Reading List

8 Once more welcome to our course!