Course: Strategic Marketing credits: 5
- Course code
- CIVB20STM
- Name
- Strategic Marketing
- Study year
- 2026-2027
- ECTS credits
- 5
- Language
- English
- Coordinator
- B.M.P. de Vreede
- Modes of delivery
-
- Tutorial
- Assessments
-
- Strategic Marketing - Assignment - Other assessment
- Strategic Marketing - Theory - Computer, organised by STAD examinations
Learning outcomes
Learning Outcomes
After successfully completing this course, the student is able to:
Marketing decisions:
Branding:
Digital Marketing:
After successfully completing this course, the student is able to:
Marketing decisions:
- compare international marketing strategies for different types of markets to justify companies’ choices
- appraise market entry strategies chosen by various types of firms
- question and integrate perspectives on international marketing strategy
- analyse how competitive advantage may be achieved or sustained
Branding:
- explain the role of brands, the advantages of creating strong brands and the sources of brand equity
- explain the four components of brand positioning according to Lane Keller and the guidelines for brand positioning (including the brand mantra) and apply this knowledge by analysing existing brands
- explain and identify the four steps in brand building resonance (CBBE model) and the stages in the Brand value chain
- apply the CBBE model for the analysis and evaluation of existing brands
- explain the guidelines and criteria for implementing the brand strategy in marketing program choices (brand elements and leveraging secondary associations)
- identify different approaches to measuring brand equity
- explain and evaluate the key components of brand architecture strategy and brand portfolios
- explain the different types of brand extensions and analyse the main advantages and disadvantages of brand extensions
Digital Marketing:
- choose and build campaign templates within digital marketing platforms based on the characteristics of a company
Content
Content
Marketing decisions:
In this course, you learn how to apply and execute the second part of the marketing planning process: the decisions. This includes market entry decisions and other marketing decisions at strategic (organizational and marketing), tactical, and operational levels. For each level, you learn to use different models.
Branding:
Increased competition, fast-changing markets, media transformation, and savvy consumers have made it more difficult for organisations to gain a distinctive, positive, and unique position in the minds of consumers. Implementing a clear and effective brand strategy can expand business opportunities because creating and nurturing a strong brand or brand portfolio can be one of the most valuable assets for a company. This applies to manufacturers, service providers, non-profit organisations, cities, or even persons. You will learn the meaning of brand equity for companies and consumers and the components for building strong brands. Steps and guidelines for designing and implementing a brand strategy will be explained and evaluated through theory, practical examples, and case studies. Students will also analyse competing brands using the presented theory.
Digital Marketing:
You will gain hands-on experience creating digital marketing campaigns on platforms such as Google Ads, Facebook, and LinkedIn. Tutorials cover the ins and outs of each platform and how to utilize them effectively for a company.
Literature/study materials
See Brightspace or intranet.
Marketing decisions:
In this course, you learn how to apply and execute the second part of the marketing planning process: the decisions. This includes market entry decisions and other marketing decisions at strategic (organizational and marketing), tactical, and operational levels. For each level, you learn to use different models.
Branding:
Increased competition, fast-changing markets, media transformation, and savvy consumers have made it more difficult for organisations to gain a distinctive, positive, and unique position in the minds of consumers. Implementing a clear and effective brand strategy can expand business opportunities because creating and nurturing a strong brand or brand portfolio can be one of the most valuable assets for a company. This applies to manufacturers, service providers, non-profit organisations, cities, or even persons. You will learn the meaning of brand equity for companies and consumers and the components for building strong brands. Steps and guidelines for designing and implementing a brand strategy will be explained and evaluated through theory, practical examples, and case studies. Students will also analyse competing brands using the presented theory.
Digital Marketing:
You will gain hands-on experience creating digital marketing campaigns on platforms such as Google Ads, Facebook, and LinkedIn. Tutorials cover the ins and outs of each platform and how to utilize them effectively for a company.
Literature/study materials
See Brightspace or intranet.
Included in programme(s)
School(s)
- Entrepreneurship, Communication & Marketing