ME2066 Strategy and Industrial Marketing 6.0 credits

Strategi och industriell marknadsföring

Strategy and Industrial Marketing is today equally present in the private and public sector.  Job descriptions as head of strategy, marketing manager and business developer are common in Swedish technology-intensive firms. Companies within the industrial sector, search for deep competencies at the intersection of strategy, marketing and technology. This course takes as its ontological point of departure the research frontier in strategy and industrial marketing with a strong link to the pragmatic side and development of problem-solving skills in a practical business reality. 

A primary objective with the course is to enable research anchored knowledge in strategy and industrial marketing with examples from a rich variation of industrial real-setting examples from companies. After partaking in this course the student should be more ready to act in a senior professional role in a technology intensive firm.

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Course information

Content and learning outcomes

Course contents *

The course focuses on strategy and industrial marketing in technology-intensive companies and organisations.
Particular emphasis is put on the relationship between strategy and marketing based on both a theoretical research perspective and a practical problem solving perspective with the company's frame of reference and problem view. Based on development tendencies and the knowledge horizon in strategy and industrial marketing, the teaching covers for example the strategy process with values, business model, vision and mission.

Great emphasis is furthermore put on understanding of segmentation and positioning processes, sales processes and consumer behaviour in industrial operations.

Considerable emphasis is also placed on different theories and the contrasts between transactional and relationship marketing. An important part of the course and the learning is through a project with a focus on the relationship between strategy and industrial marketing around strategic and tactical access.

Intended learning outcomes *

After the course, the students should be able to:

  1. Analyse strategy and industrial marketing as field of knowledge and understand their main emphasis.
  2. Apply consumer data and consumer insights as tools to develop strategy and tactics in industrial marketing and technology intensive organisations.
  3. Compare and contrast segmentation, positioning and target grouping in industrial marketing.
  4. Explain basic differences in modelling of customer behaviour in producer marketing and consumer marketing.
  5. Analyse branding structures in technology intensive companies and their underlying brand architectures.
  6. Explain similarities and differences between relationship and transactional marketing.
  7. Prepare a written subject report with aim, problem formulation, analysis and references.

Course Disposition

See the course syllabus.

Literature and preparations

Specific prerequisites *

ME2501 Perspectives on Industrial Management completed.

Recommended prerequisites

None in addition to the specific prerequisites.

Equipment

None

Literature

Course literature will be announced at the start of the course.

Examination and completion

Grading scale *

A, B, C, D, E, FX, F

Examination *

  • INL1 - Assignment, 6.0 credits, Grading scale: A, B, C, D, E, FX, F

Based on recommendation from KTH’s coordinator for disabilities, the examiner will decide how to adapt an examination for students with documented disability.

The examiner may apply another examination format when re-examining individual students.

Opportunity to complete the requirements via supplementary examination

See the course syllabus.

Opportunity to raise an approved grade via renewed examination

Decided by the examiner.

Examiner

Henrik Uggla

Further information

Course web

Further information about the course can be found on the Course web at the link below. Information on the Course web will later be moved to this site.

Course web ME2066

Offered by

ITM/Industrial Economics and Management

Main field of study *

Industrial Management

Education cycle *

Second cycle

Add-on studies

See the course and program directory.

Contact

Henrik Uggla, henrik.uggla@indek.kth.se, +46 8 790 87 34

Ethical approach *

  • All members of a group are responsible for the group's work.
  • In any assessment, every student shall honestly disclose any help received and sources used.
  • In an oral assessment, every student shall be able to present and answer questions about the entire assignment and solution.

Supplementary information

Due to overlapping content you can only take one of the courses ME2066 and ME2098.

Only open for students admitted to the master programme Industrial Management (TINEM)

The course is not open for exchange students.