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Marketing and Corporate Communications


Admission requirements



This course involves all the major marketing processes: setting SMART objectives, scanning, developing strategies, conducting research, understanding buyers, segmentation targeting & positioning; plus applying product, branding, pricing, distribution, & promotion tactics.

This course uses the concepts of “learning by doing” & “benchmarking from the best”. It takes actual marketing practice; then works this practice back to reference and expand classic & contemporary marketing theory.

During the course, your team is expected to work together to develop a marketing plan for a company or brand of your choice. It may be for an existing brand/company such as Apple, Facebook, Microsoft, Google, Yahoo, Groupon, Intel, Adobe, Guidewire, etc., or it may be an entrepreneurial idea.

Course objectives

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

  • Understand & apply the basic concepts and frameworks of marketing management such
    as, scanning, market segmentation, targeting, positioning, branding and the marketing

  • Analyse marketing problems and opportunities facing companies and suggest viable
    options in product-line, distribution, pricing and promotion, and recommend appropriate
    strategies for markets locally, regionally and worldwide.

  • Understand the importance of using primary & secondary marketing research to make
    marketing decisions.

  • Develop and create innovative marketing strategies and plans for a company


The schedule can be found on the LIACS website

Detailed table of contents can be found in blackboard.

Mode of instruction

3 hours lectures every week, six weeks long.

Assessment method

20% Active Participation (students are expected to take an active role in the classroom)
25% Weekly Presentations (each week during the first period (10:00 – 10:45))
25% Final Marketing Plan (due the Friday after the last class (October 19 @ 18:00))
30% Final Exam (Kotler Chapters 1, 3, 5, 6, 9, 10, 12, 13, 14, 16, 17, 19, 20)


Marketing and Corporate Communications

Reading list

Required Text
Kotler P et al, Marketing Management withMyMarketingLab: Global Edition, 14/E, Pearson, Higher Education, 2012

Required Electronic Reader (sent to the students via WeTransfer)
Bootland: Writing a Marketing Plan, 2012

Recommended Websites
Creative Criminals

Signing up for classes and exams

You have to sign up for classes and examinations (including resits) in uSis. Check this link for more information and activity codes.

There is a limited capacity for students from outside the master ICT in Business. Please contact the Programme Co-ordinator.

Contact information

Programme Co-ordinator ms. Judith Havelaar LL.M