| Learning objectives |
- Be able to analyze a company's situation and challenges,
internal as well as external, in relation to its current and future
marketing efforts - using relevant tools and frameworks for such
analyses.
- Be able to identify relevant overall marketing options for the
company while considering implications for the company, its network
and supply chain.
- Be able to propose viable marketing strategies solidly aligned
with the imperatives identified through analyses of all relevant
factors.
- Understand the increasing importance of various driving forces
in the marketplace, such as a focus on sustainability and CSR,
intercultural differences etc. and how these drivers impact on
company options.
- Apply acquired insights to develop a marketing plan for a
company addressing and incorporating relevant
issues.
|
| Examination |
|
Marketing
Management:
|
| Exam
ECTS |
3 |
| Examination form |
Home assignment - written product |
| Individual or group exam |
Individual exam |
| Size of written product |
Max. 10 pages |
| Assignment type |
Project |
| Release of assignment |
An assigned subject is released in
class |
| Duration |
Written product to be submitted on specified date
and time. |
| Grading scale |
7-point grading scale |
| Examiner(s) |
Internal examiner and external examiner |
| Exam period |
Winter |
| Make-up exam/re-exam |
Same examination form as the ordinary
exam
|
|
| Course content, structure and pedagogical
approach |
|
Firms constantly think about creating value through (new)
products and services. A core question is: How can a firm
successfully create offerings for customers and adapt to their
changing needs? The Marketing Management course aims to provide an
answer by covering the foundations of marketing management and show
how companies successfully can assess markets to deliver products
and services that align with (latent) customer needs.
The objective of this course is to enable students to apply
concepts, frameworks, models, and theories to describe the role of
marketing with respect to the three C’s (customer, company,
competitor). The course introduces students to the market audit,
consumer behavior research, STP (segmenting, targeting, and
positioning), product life cycle management, pricing, and
communication. The basics will enable participants to design a
marketing plan. Issues related to responsible marketing and
contemporary marketing issues are woven into class
discussions.
|
|
| Description of the teaching methods |
| This course includes the presentations of core
topics, discussions of assigned chapters, articles, and short
cases. Readings are required but not sufficient, as everyone is
expected to participate actively to discussion, and provide inputs
from their own experiences. Therefore, attendance is important for
a successful learning experience as well as doing well on the final
project/exam. |
| Feedback during the teaching period |
| The students are expected to attend class, be
prepared, and participate in the discussions. Next to that, using a
running case, students will work on assignments in groups of 4-5
students. During and between sessions students are able to work on
the assignments and get advice and feedback from faculty. After
each assignment, faculty assess the work and provides collective
oral feedback (can be during session and in CBS canvas). |
| Student workload |
| Teaching |
30 hours |
| Preparation |
25 hours |
| Examination |
30 hours |
|
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