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Marketing in the 21st Century (Campus The Hague)


Admission requirements



Marketing Management in the 21st Century gives you a general introduction to the world of marketing, which is essentially about creating customer value and building long-term relationships with customers. How this is done is the focus of the course. We will reflect on the main theoretical concepts of marketing and apply them to the processes that organizations undergo during the analysis, design, implementation and control of marketing programs.
The course teaches you how to analyze business-to-consumer markets, translate that information into a marketing strategy and develop an actionable marketing program. It discusses how consumers behave and how organizations can best respond to this.
It also looks at the modern tools available to organizations, including new methods of pricing and promotion. You will learn from guest speakers about the use of modern marketing techniques and how the (online) environment will shape marketing in the future.

Course objectives

Goals of the course:
Getting to know the basics of the theory and practice of marketing management 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 tactical implications of marketing.

  • You can apply the most basic marketing terms and concepts to different practical case studies and formulate solutions from them.

  • You can unravel the value creation process of organizations and outline different customer-oriented marketing strategies.

  • You can identify and explain the marketing mix tools that companies have at their disposal and produce actionable applications from them.


Check MyTimetable.

Mode of instruction


  • Number to 2 hours: 7;

  • Instructor: Prof. J.I. van der Rest;

  • Required preparation by students: study of relevant chapters and scientific articles per week.


  • Number to 2 hours: 7;

  • Instructor: Prof. J.I. van der Rest;

  • Required preparation by students: reading and preparing the case.

Assessment method

  • Exam (50%): consisting of an individual 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 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).

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.

Regulation retake passed exams
In this course it is possible to retake an exam that has been passed (cf. art. and further of the Course and Examination Regulations) on the condition that this course is not part of the minor. Students who have passed the exam may retake the final written assessment (test) of the course if they meet certain requirements. To retake a passed exam, students need to ask the Student Administration Office (OIC) for permission. For more information, go to 'course and exam enrollment' > 'permission for retaking a passed exam' on the student website.

Reading list

Mandatory literature

  • Gary Armstrong en Philip Kotler – Marketing, An Introduction, Pearson, Global Edition, Fourteenth Edition, 2020. ISBN 13: 978-1-292-29486-5 / ISBN 10: 1-292-29486-8.

N.B. if this edition is no longer available, the 15th edition can also be purchased (ISBN 13: 978-1-292-43310-3 / ISBN 10: 1-292-43310-8). Note: take the Global Edition.


  • The reader with all the necessary information about this course is made available via Brightspace.


Check the website under “course and exam enrollment” for information on how to register for the course.


  • Course coordinator: Prof. dr. J.I. van der Rest;

  • Work address: Steenschuur 25 in Leiden (B2.26);

  • Accessibility: Monday to Friday from 9:00 am to 5:00 pm;

  • Telephone: 071 – 527 6135;

  • E-mail:


  • Institute: Institute of Tax Law and Economics;

  • Department: Business Studies;

  • 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;

  • E-mail: