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Marketing (minor Science, Business, and Innovation)


Admission requirements

3rd year bachelor students


Marketing is a multi-disciplinary subject that involves business management, economics, statistics, sociology and psychology. This course focuses on crucial issues and developments in marketing practices and marketing research.

The advent of digital media and information technology extended the marketing domain and changed the relationships and the communication between organizations and individuals. Organizations must be adaptive and continually updating the marketing capabilities in order to stay competitive. Yet, the fundamental concepts and frameworks as defined by marketing gurus like Philip Kotler still stand and need to be understood by marketing scholars and industry practitioners.

We explore and develop marketing strategies using the case study method, which engages students in the simulation of managerial decision-making processes. The course is useful to anyone who is working in a business environment, or for an non-governmental organization; for those who may wish to merge backgrounds in science, technology, medical areas, or academia, and a business career; and for those who seek bridges of understanding between their future careers and the world of business.

Course objectives

By the end of the course, the student should be able to:

  • understand core marketing concepts and identify marketing challenges organizations face to.

  • assess and develop marketing strategies and marketing plans for an actual company.

  • formulate advice to enable organizations to optimize marketing strategies.

  • understand the latest development in marketing and marketing analytics, e.g., neuromarketing, digital marketing, and AI-driven analytics.


You will find the timetables for all courses and degree programmes of Leiden University in the tool MyTimetable (login). Any teaching activities that you have sucessfully registered for in MyStudyMap will automatically be displayed in MyTimeTable. Any timetables that you add manually, will be saved and automatically displayed the next time you sign in.

MyTimetable allows you to integrate your timetable with your calendar apps such as Outlook, Google Calendar, Apple Calendar and other calendar apps on your smartphone. Any timetable changes will be automatically synced with your calendar. If you wish, you can also receive an email notification of the change. You can turn notifications on in ‘Settings’ (after login).

For more information, watch the video or go the the 'help-page' in MyTimetable. Please note: Joint Degree students Leiden/Delft have to merge their two different timetables into one. This video explains how to do this.

Mode of instruction

Lecture and case study

Assessment method

The final grade will be composed of the following three parts:
50% closed-book written examination
30% group assignment – marketing plan
20% in/after-class assignments

A week after the final grades are known an announcement will put on Brightspace with the date, time and location where students can review the exam and standard answers.

Reading list

Gary Armstrong, Philip Kotler & Marc Oliver Opresnik. Marketing: an introduction, 14th Global Edition. Pearson UK. Print ISBN: 9781292294865, eText ISBN: 9781292294919

McLeod, S., 2007. Maslow's hierarchy of needs. Simply Psychology, 1, pp.1-8.

Salganik, M.J., Dodds, P.S. and Watts, D.J., 2006. Experimental study of inequality and unpredictability in an artificial cultural market. Science, 311(5762), pp.854-856.

McClure, S.M., Li, J., Tomlin, D., Cypert, K.S., Montague, L.M. and Montague, P.R., 2004. Neural correlates of behavioral preference for culturally familiar drinks. Neuron, 44(2), pp.379-387.

Centola, D., 2010. The spread of behavior in an online social network experiment. Science, 329(5996), pp.1194-1197.

Lee, A.J., Yang, F.C., Chen, C.H., Wang, C.S. and Sun, C.Y., 2016. Mining perceptual maps from consumer reviews. Decision Support Systems, 82, pp.12-25.

Timoshenko, A. and Hauser, J.R., 2019. Identifying customer needs from user-generated content. Marketing Science, 38(1), pp.1-20.

Fan, S., Lau, R.Y. and Zhao, J.L., 2015. Demystifying big data analytics for business intelligence through the lens of marketing mix. Big Data Research, 2(1), pp.28-32.

Gewin, V., 2015. Turning point: Daniel Carder. Nature, 527(7578), pp.401-401.


From the academic year 2022-2023 on every student has to register for courses with the new enrollment tool MyStudyMap. There are two registration periods per year: registration for the fall semester opens in July and registration for the spring semester opens in December. Please see this page for more information. Exemptions are minor students and fall semester for 1st year bachelor students: the student administration will enroll these groups for courses.

Please note that it is compulsory to both preregister and confirm your participation for every exam and retake. Not being registered for a course means that you are not allowed to participate in the final exam of the course. Confirming your exam participation is possible until ten days before the exam.

Extensive FAQ's on MyStudymap can be found here.

This course can only be followed as part of the SBI minor (15 or 30 ECTS).



  • Students are responsible for enrolling/unenrolling themselves for (partial) exams/retakes.

  • Students are responsible for enrolling themselves for (partial) exams/retakes.

  • The deadline for enrolling for an exam/retake is 14 calendar days before the exam/retake takes place (exam date - 14 = deadline enrolling date).

  • Students who do not enroll themselves for an exam/retake by the deadline are not allowed to take the exam/retake.

  • Students fail the course if any of the partial components (except the exam) that make up the final mark of the course is assessed below 4.0.

  • Students fail the course if the grade for the (final) exam is assessed below 5.0.

  • The final grade is expressed as a whole or half number between 1.0 and 10.0, including both limits. The result is not to be expressed as a number between 5.0 and 6.0.

  • If one of the components of the final mark constitutes a component that assesses attendance or class participation, students cannot take a retake for this component. Therefore, students fail the course if their mark for this component is less than 4.0.

  • Partial grades, inclusive the exam grade will not be rounded. If partial grades will be communicated, it is possible partial grades are rounded, but unrounded partial grades will be used in the calculation of the final grade. The final grade will be rounded at 0.5 (5.49 will rounded down to a 5 and a 5.5 will be rounded up to a 6.0).

  • It is not possible to do retakes for group assignments. Therefore, if students fail the group assignment component, they fail the course.

  • Students pass the course if the final mark is 6.0 or higher (5.49 will rounded down to a 5 and a 5.5 will be rounded up to a 6.0).

  • For courses, for which class participation is an assessment component, students may not be penalised for an absence if the student has a legitimate justification for this absence. The student must notify the program coordinator via email ( of such an absence BEFORE the lecture, describing the reason for missing the lecture. If the student does not notify the program coordinator before the lecture, the student will be penalised. Students may be required to provide further documentation to substantiate their case, and class attendance requirements are only waived under exceptional circumstances such as illness.

  • Students who are entitled to more exam/retake time must report to 10 days before the exam/retake takes place.