Course syllabus


TEK266 Business Driven Strategic Marketing Management, study period 1, autumn 2022 (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
    • Tayana Lopes   E-mail: tayana.lopes at    Phone: 031-772 4152

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.




You can also find the schedule in the Canvas Calendar.

Course literature

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


Distributed material: Additional material will 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 highly recommended to have prepared by reading the course literature in advance. Details can be found in 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.


Participation in the final project presentations is compulsory/mandatory.

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.
  • Projects are performed within a specific business, and has a primary focus on services.
  • There is an increased emphasis on the strategic aspect, and a decreased emphasis on the marketing plan.


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/mandatory 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. The projects are graded Pass/Fail.


It is each student's responsibility that participation in the compulsory/mandatory 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 28 2022, between 08.30 and 12.30.
  • Jan 4 2023, between 14:00 and 18:00. (Re-examination 1)
  • Aug 18 2023, between 14:00 and 18:00. (Re-examination 2)


The individual examinations is performed as a “digital examination”, in Inspera Assessment (a software especially designed for digital examinations).

More information regarding digital exams can be found via this link: .

Course summary:

Date Details Due