Topic outline

  • Welcome!

    Welcome to study Marketing, Strategy and Firm Performance! 


    The fundamental question in the field of strategic management is how firms achieve and sustain competitive advantage (SCA) (Teece, Pisano and Shuen, 1997). Whereas, the domain of marketing strategy research is broadly defined to include all strategic marketing issues, decisions, and problems at all levels in the firm. Taken that marketing is defined as "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large" (Approved 2017, AMA), we are ultimately interested in achieving the SCA by means of value creation and capture. 

    This course is designed to be at the heart of strategy and strategic marketing - in other words, the focus will be on a selected set of key strategic decisions (marketing) managers need to make. Thus, teaching and learning is based on flipped classroom and discussion based learning

    Check this short video to refresh our memory about .

    NOTE: This will be offered as an on-campus course in 2023 Spring semester. 
    NOTE: Due to chosen teaching and learning methods, this course requires active class participation.  

    Course schedule 
    Course syllabus