Tag(s)
[BSc], En
Admission Requirements
None.
Description
Marketing Management introduces the student with the function of strategy and marketing and the interaction between strategy, marketing and the other disciplines within the organization. Further the role of market research and the analysis of the internal and external environment of the organization is explained. Also the markets and competitor strategies on these markets where the organization plays an role are discussed. All these topics are addressed in a strategic marketing plan which the students have to write.
Course Objectives
The objective of this course is to introduce the students with the basics of the theory and practice of markets, strategy, marketing and the recent developments in these fields.
Students will get insights in the relationship between strategy and the marketing function in the organization. Students will get acquainted with the terminology and concepts of the field.
Mode of Instruction
The course is taught in 7 lectures and 7 workshops. For the lectures the students are expected to read the for that week corresponding chapters. During the workshops there will be case discussions which have to be prepared by the students. Also students can work on their strategic marketing plans and finally there will be presentations of these marketingplans.
Assessment
Assessment: Participation weekly
Percentage: 20%
Deadline: Ongoing Weeks 1 – 7
Assessment: Strategic Marketing plan (5000 words)
Percentage: 30%
Deadline: March 20th 2015 (to be submitted by email)
Assessment: Presentation
Percentage: 10%
Deadline: Week 7
Assessment: Exam (closed book)
Percentage: 40%
Deadline: Week 8
Literature
Principles of Marketing European Edition, 6/E Philip Kotler, Northwestern University Gary Armstrong, University of North Carolina Lloyd Harris, University of Warwick Nigel F. Piercy, University of Warwick
ISBN-10: 0273742973 • ISBN-13: 9780273742975
Harvard Business Cases provided on blackboard.
Academic articles provided on blackboard.
Syllabus Marketing Management 2014-2015 provided on blackboard
Contact Information
Drs. N.J.C. van de Ven
Steenschuur 25, Leiden
Room: B3.11
Tel.: 071-5278803
n.j.c.van.de.ven@law.leidenuniv.nl
Weekly Overview
Week 1: Introduction
Week 2: Strategy and environment
Week 3: Markets
Week 4: Core strategy
Week 5: Competitive strategy
Week 6: The global marketplace
Week 7: Wrap-up and presentations