To provide participants with insight into the common methods and tools used in the preparation and implementation of a company’s entire marketing effort. En studerende, der fuldt ud har opfyldt kursets mål, vil kunne:

• Understand and apply the principles of creating and managing marketing assets
• Capture and interpret market and customer insights, using qualitative and quantitative methods
• Integrate marketing strategy with overall business and financial objectives to create sustainable, long-term value.
• Analyze and design marketing programs that strengthen product innovation, brand equity, and customer relationships
• Develop, evaluate and optimize marketing strategies and actions within an asset-based marketing system
• Demonstrate strategic and analytical thinking in translating marketing insights into actionable growth and renewal plans
• Evaluate and manage product, brand, and customer assets as strategic resources to build sustainable competitive advantage
• Design and implement integrated marketing strategies that align positioning, brand building, and customer experience across markets and contexts

Marketing is often regarded as an important discipline in consumer-focused companies, yet with an emphasis on running marketing campaigns. This course expands the scope of marketing and provides participants with insight into the common methods and tools used in the preparation and implementation of a company’s entire marketing effort.

We will approach marketing from a strategic point of view. The emphasis will be on leveraging marketing assets to drive long-term business success and competitive advantage. Instead of focusing solely on short-term results like individual sales or campaign metrics, the emphasis is on building enduring competitive advantages. To achieve this, marketers have three primary strategic levers: product, brand and customer assets.

Product assets represent the organization’s ability to create and deliver offerings (i.e., products and services) that generate value for customers and the firm. When managed strategically, product assets become renewable sources of differentiation and long-term growth.

Brand assets represent the value that a brand contributes to a business, beyond its physical or functional offerings. These assets encompass the reputation, recognition, and emotional connection that a brand establishes with its audience. Strong brand assets differentiate a company in crowded markets and influence how customers perceive, trust, and engage with its products or services.

Customer assets represent the relationships and value a company derives from its customers over time. Customer assets are the foundation of a company’s financial health and growth. Without loyal, engaged customers, even the strongest brand will struggle to succeed.

In today’s dynamic market environment, focusing on product, brand and customer assets allows marketers to strategically allocate resources for maximum impact. By investing in these levers, businesses can not only drive short-term outcomes but also establish a foundation for long-term success.

To understand the marketing discipline and the importance of the role that marketing and marketing assets plays in a company, the course focuses on the following central marketing areas:
• Positioning marketing as a strategic process
• Analyzing the marketing environment
• Building brand assets through brand strategy
• Developing a marketing program with a variety of marketing actions
• Building customer assets through customer experience and success management
• Implementing marketing strategies that leverage brand and customer assets 21. april, 2026