Course syllabus


TEK266 Business Driven Strategic Marketing Management, study period 1, autumn 2020 (7.5 HEC)

This course is offered by the Department of Technology Management and Economics.

Contact details

  • Examiner
    • Dan Paulin    E-mail: dan.paulin at    Phone: 031-772 8413
  • Teachers/tutors
    • Dan Paulin
    • Philip Åhlin   E-mail: philip.ahlin at    Phone: 031- 772 1294

Course purpose

The course aims to give the students the opportunity to understand market driven prerequisites for creating successful market offers.

The course aims are that course participants shall have the opportunity to acquire:

  • Knowledge and understanding of market analysis, market planning and marketing.
  • Certain ability and skill to critically search for, gather, analyze and evaluate information in order to solve complex problems regarding market analysis and marketing.
  • Certain ability to present and discuss information, problems and solutions regarding market analysis and marketing in speech and writing and in dialogue with different audiences.




Please note that all teacher led course activities are run online (in Zoom), due to the current COVID-19 pandemic.

Course literature

Jobber, David & Ellis-Chadwick, Fiona, (2019), ”Principles and Practices of Marketing” 9thed., McGraw-Hill Education, London, UK.


Distributed material: Additional material might be distributed during the course via the course web page, and will be included in the material to be examined.


Course design

Learning activities in the course consists of lectures, exercises, and project activities.

During the lectures theories, tools and concepts are introduced. Students are expected to have prepared by reading the course literature in advance according to the detailed schedule available under Modules/Schedule.

Exercises are used to provide the students with opportunities to practice tools that are introduced during the lectures.

Project activities are used to provide the students with opportunities to apply theories, tools and concepts introduced during lectures, and practiced during exercises.


Project presentations are compulsory.

The project is presented orally, and in a written report.

For details regarding the project, see Project-PM under Modules/Project.


Changes made since the last occasion

Since last year, the following changes have been made:

- New distribution of teaching staff (Philip Åhlin as tutor, instead of Per Svensson and Gunnar Wramsby. Dan Paulin as sole lecturer, and tutor.)

- Updated Project-PM in order to increase clarity in the project assignment.

- Improved focus on market offer / value proposition in the project

- Decreased focus on strategy in the course and project

- Increased time for tutoring of the project

- The Reflective Learning Diary has been removed. 

- Mandatory/compulsory activities are limited to the final project presentations. All other activities are voluntary, but active participation is strongly recommended.

- Changed examination structure. Part examinations are introduced.


Learning objectives and syllabus

Learning objectives:

  • Prepare and carry out studies of a market to find market conditions and prerequisites for market offers.
  • Explain the building blocks of a business model, and apply business model thinking when developing a market plan.
  • Applying methods for situation analyses and their components (incl. business intelligence, industry-, market-, and company analyses).
  • Apply methods for strategy development.
  • Applying methods to identify customer needs and translate these customer needs into market offers.
  • Selecting and analyzing information in order to develop market offers.
  • Compile a market plan.

Link to the syllabus on Studieportalen.

Study plan


Examination form

The examination consists of three main parts (of which two are reported via Ladok):

  1. Preparation, and active participation in compulsory activities,
  2. Finalizing a group project (for details, see Project-PM in Modules/Project, and
  3. Written, individual examination (part examinations + final examination)


Final grade is given when all parts have been passed.

Final grade is given on the scale TH (i.e. Fail, Pass (3), Pass with credits (4), Pass with distinction (5)) based on the individual written examination.

It is each student's responsibility that participation in compulsory activities are registered.


In order to receive grade "Pass"/3, the student needs to pass both part examinations / base level in the final exam.

In order to receive grade "Pass with credits"/4, the student needs to fulfil the requirements for grade "Pass"/3, and receive at least 50% of the points on the advanced level of the final examination.

In order to receive grade "Pass with distinction"/5, the student needs to fulfil the requirements for grade 3, and receive at least 75% of the points on the advanced level of the final examination.


All written course material, including lectures and exercises, is included in the material to be examined.


Don’t forget to sign up for the exam!


Examination dates are:

  • Sept 25 2020, between 15.15 and 17.00. (Part examination 1, base level)
  • Oct 15 2020, between 13.15 and 15.00. (Part examination 2, base level) 
  • Oct 28 2020, between 14:00 and 18:00. (Final examination, base and advanced level)
  • Jan 5 2021, between 14:00 and 18:00. (Re-examination, base and advanced level)
  • Aug 20 2021, between 14:00 and 18:00. (Re-examination, base and advanced level)


The written examination is planned to be performed as a “digital examination”, i.e. you will write your answers in a computer (you can use a laptop of your own, as long as it meets the systems requirements) instead of the more traditional way of writing on a piece of paper.

More information can be found via this link: .

Please note that this examination format can be subject to change due to COVID-19-related decisions by the vice-chancellor of Chalmers University of Technology. 

Course summary:

Date Details Due