Course syllabus


TEK266 Business Driven Strategic Marketing Management, study period 1, autumn 2021 (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/demand 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 the course is run in a hybrid format, where lectures and tutoring sessions are mainly run online (in Zoom), due to the current COVID-19 situation.

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 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:

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

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

- Changed examination structure from part examinations to final examination.


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.


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. Individual examination (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 examination.


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

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:

  • Oct 27 2021, between 14:00 and 18:00.
  • Jan 4 2022, between 14:00 and 18:00. (Re-examination 1)
  • Aug 19 2022, between 14:00 and 18:00. (Re-examination 2)


The individual examinations is planned to be performed as a “digital examination”, either in Canvas (as a quiz) or in Inspera Assessment (a software especially designed for digital examinations).

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