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Syllabus for

Academic year
TEK266 - Business driven strategic marketing management
Affärsdrivet strategiskt marknadsarbete
Syllabus adopted 2020-02-10 by Head of Programme (or corresponding)
Owner: TIDSL
7,5 Credits
Grading: TH - Pass with distinction (5), Pass with credit (4), Pass (3), Fail
Education cycle: Second-cycle
Major subject: Industrial Engineering and Management, Industrial Design Engineering

The course is full. For waiting list, please contact the director of studies:
Teaching language: English
Application code: 66120
Open for exchange students: Yes
Block schedule: B+
Minimum participants: 15
Maximum participants: 62

Module   Credit distribution   Examination dates
Sp1 Sp2 Sp3 Sp4 Summer course No Sp
0118 Examination 4,0c Grading: TH   4,0c   28 Oct 2020 pm L   05 Jan 2021 pm L,  20 Aug 2021 pm L
0218 Project 3,5c Grading: UG   3,5c    

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Dan Paulin

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General entry requirements for Master's level (second cycle)
Applicants enrolled in a programme at Chalmers where the course is included in the study programme are exempted from fulfilling the requirements above.

Specific entry requirements

English 6 (or by other approved means with the equivalent proficiency level)
Applicants enrolled in a programme at Chalmers where the course is included in the study programme are exempted from fulfilling the requirements above.

Course specific prerequisites



The course purpose is 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.

Learning outcomes (after completion of the course the student should be able to)

  • 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.


The students should obtain advanced understanding of areas connected to parts of a market, how the market characteristics affects market offers etc. The students should understand the importance of designing a market plan.

The course is focused on understanding the customer and other market factors that the producing company need to take into consideration when developing market offers. Understanding of marketing concepts, such as customer needs, competitive situation, positioning and segmentation as wel as how these concepts affects the design of market offers, is central to the course.

The course has two sections connected to the development of products (goods or service):
  1. The first section focuses on understanding the market and the conditions that product developers must take into account for a market offer to be successful. The section also includes an understanding of the market demand for the product design and features. Concepts such as customer needs, customer behavior and customer preferences and translation to market offerings are key . Within the area, concepts such as business model, strategy, competitive advantage and business mission are also critical.
  2. A second section covers marketing in connection with a product. The design of market offers and marketing management is central in this section. In the field , different models , methods and practices around marketing is processed. The area covers basic theories of marketing of goods , services related to both industrial marketing (Business-to-business) and consumer markets (Business-to-consumer).
Market plans are central to the course.


Learning activities in the course consists of lectures, exercises, and project work. Activities related to the project are compulsory (incl introduction, tutorials, and presentations). The project is reported both orally, and in a written report.


Will be announced on the course website two weeks before the start of the course.

Examination including compulsory elements

The examination has three parts with two reportings to LADOK. The three parts are:
  1. Preparation and active participation in the mandatory elements.
  2. Implementation of a group project.
  3. Written, individual examination.
For a final approved grade is an approved mark in each of the parts needed. Grades are given on the scale TH (Fail 3, 4 and 5) based on the individual examination. All material and content from lectures and exercises are grounds for examination. Digital examination is normally used in this course.

Page manager Published: Mon 28 Nov 2016.