Content, progress and pedagogy of the module

The objective of the module is to practice and deepen knowledge about Customer Value, Marketing Strategy and Sales Management, and Foundations of Customer Buying Behavior.

This is accomplished through a group-based project focusing on the modules content as a theoretical starting point, or a combination of both.

Through investigating how real-world firms work with their strategic marketing and sales management and/or how this is fitted with customer buying behavior, the student will gain knowledge about those difficulties related to designing and managing marketing and sales, while also working with how to overcome these.

Learning objectives

Knowledge

The objective is that the student after the module possesses the necessary knowledge on:

• central problems as they are identified within the academic community related to marketing and sales.
• theories related to customer value creation and capture and can reflect on the role of customer value and marketing strategy and sales management.
• how companies build superior customer value, including factors that foster or constrain a firm's ability to create customer value.
• central theoretical approaches to customer buying behavior and be able to reflect on these.

Skills

The objective is that the student after the module possesses the necessary skills in:

• identifying central theoretical and practical problems within customer-driven marketing strategy and sales management.
• identifying and applying relevant theories in analysing and solving specific issues within customer buying behavior.
• mastering to identify how empirical and theoretical context impacts on formulating, exploring and analysing problematics related to marketing and sales.

Competences

The objective is that the student after the module possesses the necessary competences in:

• analysing and evaluating a firm's value proposition by applying relevant concepts and theories from the courses in the module.
• manage to combine theory and practice and convert knowledge and skills to customer buying behavior to concrete marketing actions, tactics, and strategies.

Type of instruction

For information see § 17.

Exam

Exams