Content:
The main purpose of firms is to satisfy the customer and create customer value. Thus, in the strategic management of marketing and sales activities the creation of customer value is a critical task for marketers. This module covers various contents revolving around creating value for customers in the strategic marketing and sales management of firms.
Progress:
After completing this course, we expect the students to have an in-depth understanding of customer value, including for example how organizations can compete on creating and delivering superior customer value, and how it relates to strategic marketing and sales management, which are both essential to the organization. We expect students to become knowledgeable in the covered contents as well as skilled in rigor thinking when applying the theoretical concepts and theories to real-world situations.
Pedagogy:
Participants learn through in-class lectures, discussions, workshops, and case-studies. The course also supplements the marketing project, such that relevant contents are covered which may facilitate project work. During this module, students will explore key questions, such as: Why is customer value important to achieve competitive advantage and why are some firms better at doing so than others? How do companies structure manage and measure sales performance and strategy?
The objective is that the student after the module possesses the necessary knowledge on:
The objective is that the student after the module possesses the necessary skills in:
The objective is that the student after the module possesses the necessary competences in:
Applying a customer values-based approach to sales management.
Name of exam | Strategic Marketing and Sales Management |
Type of exam | Written or oral exam
Group examination with max. 5 students. The student may also choose
to write alone. |
ECTS | 10 |
Assessment | 7-point grading scale |
Type of grading | Internal examination |
Criteria of assessment | The criteria of assessment are stated in the Examination Policies and Procedures |
Danish title | Strategisk marketing og salgsledelse |
Module code | KAMAR202215 |
Module type | Course |
Duration | 1 semester |
Semester | Autumn
|
ECTS | 10 |
Language of instruction | English |
Location of the lecture | Campus Aalborg |
Responsible for the module |
Education owner | Master of Science (MSc) in Economics and Business Administration |
Study Board | Study Board of Economics and Business Administration |
Department | Aalborg University Business School |
Faculty | Faculty of Social Sciences and Humanities |