Course description 

MODULE 1: Choice of tactical approach and operational control
The learning focuses on using the company’s market strategy and tactical business challenges to determine the approach to operational control of the influencing efforts that the sales and marketing function is responsible for. This involves using the customer’s journey towards a purchase, chosen media channels and the outcome of previous periods’ efforts to train the ability to identify and assess the factors in the marketplace and in the organisation that promote and impede the conditions for achieving the sales target. The learning finishes by increasing the ability to draw conclusions to form the basis for the approach to the operational control of the sales and marketing activities to prepare for the coming period.  

MODULE 2: Design of influence and operational control 
The learning focuses on developing the ability to shape influencing efforts and operational control depending on different contexts and tactical situations. The course also trains the ability to handle various conflicts of interest and conflicting goals in the role of project manager within the sales and marketing function and to balance the priorities and drivers of different stakeholders within and outside the project.  

MODULE 3: Determining the approach to tactics and operational control
The learning focuses on working independently in a group to explore a tactical business challenge in a company and use the findings to define and recommend the approach to the influencing efforts and operational control.  The project work covers a specific company.  

Scope:
The course covers approximately 400 hours of which approximately 100 hours are teacher-led. The remainder includes time for private study (recommended time or more) and examinations.