Professional Customer and Market Analysis (5 cr)

Objectives (course unit)

When the student has passed this course he/she will know:
- The oncepts of market/customer oriented management and extended service offering
- Strategic marketing planning models
- The role of market analysis in marketing planning
- Methods of environment and competition analyses
- Methods of customer and target group analysis
- The role and methods of company internal analysis
- impact of the global context in market analysis
- tools and methods for creating competitive advantage, innovative product / service concepts and successful brands based on customer and market insight
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After completing the course the student can:
- Plan and execute customer and market analysis in an international context using appropriate research instruments
- Analyse and evaluate the company’s internal resource base for creating competitive advantage
- Convert the research data into meaningful insight
- Use various tools to develop his/her own business and design innovative new concepts
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When the student has passed the course he/she will be:
- A professionalwith profound understanding of tools and methods of contemporary market analysis
- A specialist to design and execute strategic marketing planning processes
- A leading figure to promote customer oriented business strategies

Content (course unit)

This subject area gives the students a solid theoretical background of strategic marketing planning and especially market analysis. The main topics are: strategic marketing planning models in the global context and methods for market analysis, more specifically
• macro-environment analysis
• micro-environment analysis (competition, customers)
• company resource base

The learning methods for this subject area consist of literature reading supported by Tabula-based exercises and an exam.

The students will conduct a real-life market analysis either for their thesis-project or for another true business company / client aiming at expanding business abroad.