Developing Digital Strategy to Drive International Growth




A company with great products and a motivated sales team can generate enormous success in the mid-term without giving much thought to strategic marketing, online or off. But eventually growth slows, the competition gets tougher and new markets seem more elusive. Sounds familiar? If so, consider this two-day course at Lund University designed to help mid-sized international companies compete more effectively online. In the course, you’ll diagnose your current online marketing efforts, learn the fundamentals of strategic marketing in the digital era and discuss how to apply them to your company. The course is geared specifically for mid-sized companies and is based on principles that are equally valid for both B-to-B and B-to-C organizations.


To help CEOs and CMOs better use digital to compete internationally. One of the reasons that mid-sized companies hit a ceiling is because the players on the next level have supplemented their sales efforts with strategic marketing applied across both digital and traditional channels. This provides an effective barrier against smaller competitors. The aim of this course is to help participants assess their own marketing program(s) and see how their marketing approach can be developed to compete more effectively. The course will have a focus on digital since it provides one of the best ways for mid-sized companies to level the playing field when competing against companies with more reach and larger marketing budgets. Participants will leave the course with an assessment of how their brand is performing online today along with a number of hands-on tools that they can use to develop their own digital strategy.


CEOs, CMOs and those aspiring towards those positions will benefit by participating in this course. The course will deal with underlying principles of marketing and operational issues implementing them. As such, it is most suitable for senior managers responsible for driving growth and developing the company.


The course covers two days with four lecture modules each including cases, exercises, and round-table discussions. Participants will be divided into small groups and the roundtables will focus on specific themes. This provides participants with an opportunity to deepen their knowledge on specific topics and to exchange experience with others from different industries. Before the course, participants will be surveyed about their needs and the course material will be tailored to address the results.

Day 1

Module 1: Key Concepts and Models in Strategic Marketing

Objectives of strategic marketing for international brands
How companies acquire/retain customers
The very different roles of marketing vs sales

Module 2: Strategic Marketing in the Digital Era

What digital does and does not change
How buyers assess value and cost
How digital technology is creating new possibilities for both

Day 2

Module 3: International Implementation

The unique challenges of marketing online over borders
The key components of a digital strategy
Understanding the relationship between “social media” and sales
Value Loop: Using digital to gain market insight
Establishing a digital drumbeat online

Module 4: Managing online

Managing online marketing over borders
The math behind online marketing
Measurement and reporting
Looking forward
Summary and reflection


Jörgen Adolfsson is a lecturer at Sten K Johnson Centre for Entrepreneurship at Lund university. He has 25 years of professional experience as a marketer in both small and large companies, as well as industries such as mobile telecoms and gaming.

Sean Duffy is the founder of Duffy Agency, a strategic marketing agency for aspiring international brands. Sean has over 25 years’ experience working with marketing and brand strategy in Boston, San Francisco, Stockholm and Copenhagen. In addition to his involvement with the agency, Sean is also Lecturer and Practitioner-in-Residence at the Lund University School of Economics & Management.


The course will take place at Lund
University. The course fee is SEK 17 500, excluding VAT. The course fee includes tuition, documentation, diploma, coffee, lunch and a dinner on Day 1. The course will hold from 9:00 to 16:00 each day.


Course dates is not yet set but open for application of interest. Registration is binding. Substitution of participants is allowed at any time at no charge. However, it is advisable that such changes should take place at the start of the course.

For course information, please contact Jessica Hansson at Lund University Commissioned Education, Ph. +46-46-222 7327 or



Lund University Commissioned Education (LUCE) is Lund University's department for commissioned education and competence development for professionals. With the latest science as a base we develop and sell courses, programs and seminars in a close cooperation with organizations, companies and local, nationall and international authorities. Our educations are performed by teachers and scientists at Lund University - a guarantee for subject-related width, scientific depth and modern pedagogy. You're welcome to contact us for more information! Phone 046 - 222 0707 or send a mail to either or Lund University Commissioned Education Box 117, 221 00 Lund.