Go to Market

The rapid emergence of digital technologies is transforming how products and services are launched, creating both challenges and opportunities for businesses. This marketing course aims to provide students with a practical understanding of the challenges involved in launching new products or services (also known as go-to market strategies), extending beyond just product development. It covers various aspects of retailing, including merchandising, pricing, distribution, sales, and the impact of digitalisation on emerging sales channels (e.g., logistics, space management). Students will explore how digital technologies are transforming key retail practices and will critically examine the changing nature of markets. By highlighting the dynamic nature of ‘going to markets’, the course challenges traditional assumptions about market stability and considers the development of infrastructural services that span across on- and offline channels. Given the topicality of the course content, students will actively engage with public op-eds and interactive class discussions on the challenges firms face in launching new product and services. Students are also encouraged to critically assess the consequences for physical retail spaces through the hybridization of sales channels (e.g. return issues in omnichannel sales) and how this reshapes competition and new consumer demands.

The course will enable students to

1. Become familiar with the most important concepts of go to market (GTM) strategies beyond product development and learn how these are challenged by digital transformation. This includes sales strategy, channel management, merchandising and pricing and valuation techniques.
2. Evaluate the importance of retailing in shaping market entry strategies and how firms build relationships with key stakeholders to establish a sustainable GTM approach​.
3. Understand how the role of physical spaces and space management across various sales channels, and develop strategies to create personalized, seamless customer experiences that drive loyalty and long-term engagement.

• Climate action

In presence

The course involves a combination of lectures, seminars, and group assignments. For each learning outcome, students should be able to discuss theoretical concepts and apply them to real-world situations. Students are also expected to compare and contrast go to market strategies and explain how strategic decisions can be implemented and assessed by firms.

1. Exam (70%)
2. Group work (30%)