Admission requirements
None.
Description
Marketing Management gives you an introduction to today's world of marketing. This is mainly about creating customer value and building long-term relationships with the customer. The focus during this course is therefore on the process that organizations go through during the analysis, design, implementation and control of marketing programs with the aim of realizing customer satisfaction with their target group(s) and entering into this long-term relationship with them.
This course teaches you to understand the markets of companies, among other things by looking at information from these markets. It discusses consumer behaviour and how companies can best respond to this.
It also looks at the different tools that organisations have available to respond to consumers. This includes the product or service to be used, the method of pricing, the place where products/services are offered and the different ways of communicating with consumers.
All this will be done by looking at the use of modern marketing techniques and the use of the (online) environment in which these organizations are located.
Course objectives
Goals of the course:
Getting to know the basics in the theory and practice of marketing, markets, strategy and recent developments in the profession.
After completing the course, students have acquired the following qualifications:
You can explain the role of marketing in the organization, distinguishing between both the strategic and operational implications of the marketing strategy;
You can apply the most basic terms and concepts of the field to different case studies from practice and formulate solutions from them;
You can unravel the value creation of organizations and outline resulting value-creating strategies;
You can argue views on harvard case method case studies on models and theories of marketing;
You can identify and explain the marketing mix tools that companies have at their disposal and produce operational strategies from them.
Timetable
Check website.
Mode of instruction
Lectures
Number to 2 hours: 7;
Teacher(s): prof. dr. J.I. van der Rest;
Required preparation by students: study of relevant chapters and scientific articles per week.
Tutorials
Number to 2 hours: 7;
Teacher(s): prof. dr. J.I. van der Rest;
Required preparation by students: reading and preparing the case.
Assessment method
Exam (50%): consisting of an individual written exam; and
Group marketing plan (50%): consisting of (a) the weekly assignments that concern parts of the marketing plan (30%), (b) the presentation / defense of the marketing plan (10%), and (c) individual participation (10 %).
For the written exam, at least the grade 5.0 must be obtained. The written exam concerns the final test of the course and is the only part of the partial tests that can be retested. The sub-tests 'case analyses in a group' and 'participation for the working groups' cannot be retested. The figures of the closed parts count during the resit, but then expire (partial grades remain valid only during the academic year).
Assignments
Will be announced via Brightspace.
Areas to be tested within the exam
The exam material includes the mandatory literature, the prescribed cases and scientific articles and what has been discussed during lectures, working groups and during any other forms of education.
Reading list
Mandatory literature
Literature:
- Armstrong, Kotler (Oliver and Opresnik), Marketing: An Introduction, but the 14th edition and the global edition, Pearson 2020,
ISBN 9781292294865
Reader:
- The reader with all the necessary information about this course is made available via Brightspace.
Registration
The registration is via uSis.
Contact
Course coordinator: prof. dr. J.I. van der Rest;
Work address: Steenschuur 25 in Leiden (B2.32);
Accessibility: Monday to Friday from 9:00 am to 5:00 pm;
Telephone: 071 – 527 6135;
E-mail: j.i.van.der.rest@law.leidenuniv.nl.
Institute/department
Institute: Fiscal and Economic subjects;
Department: Business Administration;
Address secretariat: Steenschuur 25 in Leiden (B2.26);
Opening hours: Every working day (except Wednesday) from 09:00 - 17:00;
Telephone secretariat: 071 – 527 7851;
Remarks
None.