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Syllabus for

Academic year
TEK266 - Business driven strategic marketing management
Affärsdrivet strategiskt marknadsarbete
Syllabus adopted 2021-02-10 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

Teaching language: English
Application code: 66118
Open for exchange students: Yes
Block schedule: B+
Minimum participants: 15
Maximum participants: 62
Status, available places (updated regularly): Yes

Module   Credit distribution   Examination dates
Sp1 Sp2 Sp3 Sp4 Summer course No Sp
0118 Examination 4,0c Grading: TH   4,0c   27 Oct 2021 pm L,  04 Jan 2022 pm L,  19 Aug 2022 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)

  • Apply methods and tools for analysing macroenvironmental factors impacting markets.
  • Apply methods and tools for analysing industries, markets, competitors and customers to identify business opportunities.
  • Apply methods and tools for analysing organisations to identify business opportunities.
  • Explain the building blocks of a business model, and apply business model thinking when developing a market plan.
  • Apply methods and tools for strategy development.
  • Apply methods and tools to translate customer needs into market offers.
  • Apply methods and techniques to communicate and deliver customer value.
  • Select and analyze information in order to develop market offers.
  • Compile a market plan.


The students should obtain advanced understanding of areas connected to parts of markets, how 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 a commercial company needs to take into consideration when developing market offers. Understanding of concepts, such as customer needs, competitive situation, positioning and segmentation as well as how these concepts affects the design of market offers, is central to the course.

The course has two main sections:
  1. The first section focuses on understanding the external market conditions that product developers must take into account for a market offer to become commercially 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 models, strategy, and competitive advantage are also critical.
  2. A second section covers marketing in connection with a product. The design of market offers are 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 and services related to both industrial marketing (Business-to-business) and consumer markets (Business-to-consumer).


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

Certain activities related to the project are compulsory (project introduction, and presentations). The project is reported both orally, and in a written report.


Jobber and Ellis-Chadwick "Principles and practices of Marketing" McGraw-Hill (latest edition)
Additional articles distributed via the course web page.

Examination including compulsory elements

The examination has three parts with two reportings to LADOK (Project and Examination), where part 1 and 2 are reported as Project and part 3 reported as Examination. The three parts are:
  1. Preparation and active participation in compulsory activities (project introduction and project presentations)
  2. Implementation of a group project.
  3. Written, individual examination. Oral examination can replace the written examination, if few students are registered for the exam. In those cases, the registered students will be informed no later than two weeks before the exam.
For a final approved grade, approved results for both reportings are necessary.

Final grades are based on the results from the iindividual examination. The project is graded Pass or Fail.

All material and content from lectures and exercises are grounds for examination. Digital examination is normally used in this course.

The course examiner may assess individual students in other ways than what is stated above if there are special reasons for doing so, for example if a student has a decision from Chalmers on educational support due to disability.

Page manager Published: Mon 28 Nov 2016.