11/23/23, 9:23 AM Marketing Management (2023)

2023

Marketing Management (BT1203)

Praktische informatie

Cursuscode
BT1203

Studiepunten
4 EC

Voertaal
Engels

Thema's

Bachelor 1 - International Business Administration

BsC Incoming Exchange

Cursusbeschrijving

Inhoud
Course overview
Marketing strategy is a complex business function that requires a balance of analytical and synthetic skills. This course introduces a series of frameworks and tools that can be used to a)
solve general business problems and b) develop specific marketing strategies and programs.

The analytic part of the course moves from the general to the specific. The course is oriented around understanding the three Cs (customers, company, and competitors), developing a
strategy for the chosen product/market(s), and translating this strategy into more specific plans through the elements of the marketing mix, the four Ps (product offering, pricing,
promotion, and physical distribution).

The synthesis of all these elements is achieved through case analysis. In addition to bringing together the different theoretical elements in the context of concrete business problems,
active participation in case analyses will (1) allow students to enhance their problem-solving and decision-making abilities in various areas of marketing and (2) provide an opportunity to
develop, present, and defend their own recommendations, and to examine and discuss the recommendations of others critically.

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Leerdoelen
Learning goals

Understand how marketing is a force for positive change by creating long-term value for customers, companies and society in general.

Understand why and how marketing is a central part of an organizational strategy by seeking to create superior value

Understand that organizations need to identify and monitor the relevant stakeholders, macro and micro environmental factors/trends to spot and create novel opportunities for value
creation

Develop a thorough understanding of the fundamental principles and practices in strategic marketing

Develop a thorough understanding of the core tactical elements of marketing management

Understand and identify consumer motivations, needs and decision journeys

Identify concrete real-world examples illustrating marketing theory and identify organizational problems as being marketing problems

Ability to develop and communicate a coherent marketing plan

Ability to analyze a complex business case with a small group of colleagues

The use of several analytical tools, including tools used in targeting, brand management and pricing

The ability to discuss complex business cases in a large group setting

Studiematerialen

Verplicht materiaal

Boek
For up-to-date information see the Course Manual on Canvas

Ingangseisen

Vereiste voorkennis
None

Ingangseisen cursusinschrijving
Je moet voldoen aan de volgende eisen

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In Blok BTB1 mag je geen deel uitmaken van één van de volgende doelgroepen

BA students

Werkvormen

Werkvormen

Lecture

Onderwijsperiode

Inschrijfperiodes

Blok BTB1
Inschrijfperiode
30 oktober 2023 t/m 8 december 2023 23:59

Start onderwijs
4 september 2023

Docenten

Contactpersoon

dr. A Genevsky

Coördinator

dr. A Genevsky

Docent

dr. A Genevsky

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Toetsen

Toetsen (resultaat in OSIRIS)

Bonus

Written test

Weging
100

Toetsinschrijving

Bonus

Blok BTB1

Written test

Blok BTB1
Inschrijfperiode
19 september 2023 t/m 18 oktober 2023 23:59

Uitschrijfperiode
6 september 2023 t/m 23 oktober 2023 23:59

Toetsdatum
25 oktober 2023

Blok BTBRES1
Inschrijfperiode
6 november 2023 t/m 5 december 2023 23:59

Uitschrijfperiode
24 oktober 2023 t/m 10 december 2023 23:59

Toetsdatum
12 december 2023

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