Strategic Marketing - Leading and Adapting in a Fast-Changing World 5 hp

This course addresses the strategic challenges of an evolving global business landscape shaped by digitalization and socio-economic shifts. Through theory, case studies, and real-world insights, students develop analytical and leadership skills to design adaptive marketing strategies with business and societal impact.

The business environment is rapidly evolving due to globalization, digitalization, and socio-economic shifts. Companies face increasing complexity in decision-making, requiring them to navigate complex and dynamic environments. This course explores contemporary strategic challenges businesses encounter and equips learners with analytical tools to address them effectively. Drawing on theory, contemporary case studies, and insights from real-world practice, the course encourages participants to critically reflect on their own industries and organizations. Participants will leave with enhanced strategic thinking skills, a toolkit for developing marketing strategies, and the ability to lead marketing initiatives that deliver both business impact and societal value. **Connection to Research and Practice** The course builds on cutting-edge academic research in strategic marketing, innovation, and organizational resilience, combined with real-world insights from business practice. The course provides students with an opportunity to deepen their knowledge and abilities in working strategically in different contexts. This course introduces students to various perspectives on strategic marketing and its application in real-world scenarios. It emphasizes real case studies, and interaction with the industry is a crucial course component.