The course covers:
- Strategic and tactic marketing management
- Strategic Brand management, a management approach that has grown to challenge traditional models of product management and industrial production, is a particular focus of the course.
- Brand Building, including core value and identity implementation
- Brand Leveraging Brand Extensions, co-branding and ingredient branding
- Franchising and licensing for entering foods and fmcg-goods
- Complex brand architecture for high-tech brands
- Buyer behaviour in industrial and end-consumer markets.
- Implementation activities in marketing
Course offering missing
Course offering missing for current semester as well as for previous and coming semestersContent and learning outcomes
Course contents *
Issues and concepts that will be covered during the course
- Strategic marketing management
- Buyer behavior in industrial and end-consumer markets
- Segmentation and positioning process
- New producer development process
- Management of product portfolio
- Pricing and promotion strategy design and implementation within B2B markets
- Marketing research practice within Business markets
Intended learning outcomes *
At the end of this course participants should;
- have strategic understanding of firms’ development process with focus on marketing concept
- be able to work with multi level segmentation process within the B2B markets
- be able to gain insight and work with the management of product portfolio, pricing and promotion
- be able to work with implementation of marketing strategies within B2B market
Course Disposition
Teaching Methods; Lectures, guest lecturers, and case seminars.
Literature and preparations
Specific prerequisites *
- Industrial Marketing
- Marketing Management or
- Principles of Marketing
- Be Student of master
Recommended prerequisites
No information inserted
Equipment
No information inserted
Literature
Meddelas vid kursstart.
Will be announced later
Examination and completion
If the course is discontinued, students may request to be examined during the following two academic years.
Grading scale *
A, B, C, D, E, FX, F
Examination *
- TEN2 - Examination, 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.
Students will be evaluated in 3 different categories;
- Evaluation and Presentations of cases
- Evaluation and presentation of articles
- Final Exam
Other requirements for final grade *
Case and article assessment and presentations, examination and class attendance (compulsory)
Opportunity to complete the requirements via supplementary examination
No information inserted
Opportunity to raise an approved grade via renewed examination
No information inserted
Examiner
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.
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 ME2604Offered by
Main field of study *
Industrial Management
Education cycle *
Second cycle
Add-on studies
No information inserted
Contact
Mana Farshid (mana.farshid@indek.kth.se)
Supplementary information
Due to overlapping content you can only take one of the courses ME2066 and ME2604.