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. The analysis of the internal and external environment of the organization is explained. Also the markets and competitor strategies in 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.
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
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.
After completion of the course students will
Understand the relationship between corporate strategy and the marketing function within the organization of a company.
Have insight in the role of marketing as problem area, as philosophy, and as management activity.
Understand the basic terms and concepts of the field of study.
Understand the mostly used models of buying behaviour of consumers as well as organizations, the product life cycle, adoption, portfolio analysis, and so on.
Be able to apply these models when analyzing the commercial situation of a company.
Understand the elements of a strategic marketing plan.
Understand the financial and organizational implications of a strategic marketing plan.
Once available, timetables will be published here.
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 each week an academic article is discussed. Finally there will be presentations of the marketing plans.
Strategic marketing plan, 30%;
Exam (closed book), 40%.
There will be a Blackboard site available for this course. Students will be enrolled at least one week before the start of classes.
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 and academic articles provided by the lecturer.
This course is open to LUC students and LUC exchange students. Registration is coordinated by the Curriculum Coordinator. Interested non-LUC students should contact email@example.com.
Drs. N.J.C. van de Ven
Steenschuur 25, Leiden