Facts about the course

ECTS Credits:
Responsible department:
Faculty of Business Administration and Social Sciences
Course Leader:
Harald Klaus Dolles
Lecture Semester:
Teaching language:
½ year

IDR804-007 Think like a Marketer (Autumn 2018)

About the course

Who is the customer? How do I win attention and trust? What philosophies and principles guide the modern marketer? How to reach a balance between customers¿ interest, competition and your offering in an ever changing environment? How to craft a strategy and a marketing communications plan? What is the international reach of those strategies and plans? Which "P" of the 4 P's of marketing is the most important? And what if the product is a service or a relationship? Any difference of marketing a sports product or any other product through sports?

Introducing the toolbox of the sport marketing manager
During this seminar we will walk a while in the marketer¿s shoes. This will contribute to not only a general, integrated understanding of the principles of business and marketing. You will also be provided with a marketers¿ toolbox (structure) and some of the most useful tools (models) of today.
Sport Marketing includes many actors with different roles in the value creating process. Brand owners as advertisers and sponsors, clubs, teams and athletes as suppliers, TV-channels and other media vehicles buying rights and selling space, influencers and fans communicating directly in social media etc. This can all be seen as exchange processes with money and attention as two of the main ingredients. Who is the buyer and who is the seller in this game?

Prof. Ola Feurst (PhD) has a comprehensive international experience from both the business and academic worlds. 25 years teaching marketing at Stockholm Business School, Marknadsakademien and Executive MBA programs in China, USA and Europe. 

The course is connected to the following study programs

The student's learning outcomes after completing the course

On completion of the seminar unit, successful students will be able to:

  • Describe main theories in marketing management
  • Describe main tools for crafting marketing strategy and tactics
  • Outline and present a contemporary marketing concept application
  • Outline and present a case on sport marketing communications


Forms of teaching and learning

The seminars will consist of lectures, assignments, case discussions, team work and presentations throughout the time for the seminar. It is expected that the participants read the study material provided by the lecturers ahead of the seminar to prepare themselves and be able to contribute to the discussions in the classroom. Course material and readings will be provided as soon as possible ahead of the seminar time. Because of the high level of interactive activities and relatively small-sized groups the seminar requires a high degree of engagement by the students. Active participation throughout the seminar time is required (classroom presence will be mandatory!) and thus it is expected to do your readings ahead in time. Lectures might not always follow a strict schedule, as there might be tasks, presentations and feedback sessions scheduled requiring flexibility during the day. 


  • Form of assessment: Home assessment
  • Proportion: 40%
  • Duration: After seminar -
  • Grouping: Individual
  • Grading scale: Letter (A - F)
  • Support material: All printed and written supporting material
  • Form of assessment: Home assessment
  • Proportion: 60%
  • Duration: During Seminar -
  • Grouping: Group
  • Grading scale: Letter (A - F)
  • Support material: All printed and written supporting material


Click here for readinglist 

Last updated from FS (Common Student System) Sep. 21, 2021 4:30:41 AM