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Advanced Marketing Management




Admissions requirements

Marketing Management strongly recommended.


Advanced Marketing Management focusses on the implementation of marketing strategies. Which decisions need to be made and which marketing instruments are available to operationalize the chosen strategies. How to shape your products to the wishes of your target groups? How to add value for your target customers? Which possibilities are there to communicate with your target groups? How and on which base can you determine your price? What are the recent marketing developments? Just some questions that will be answered during this course.

Week 1: Product
Week 2: Marketing Services
Week 3: Communications
Week 4: Direct Marketing and Sales Promotions
Week 5: Place
Week 6: Pricing
Week 7: New Marketing Developments

Course objectives

After completion of the course students will have:

  • Knowledge of the basics in the theory of the marketing mix instruments;

  • Apply the theory of the marketing mix instruments in practice;

  • Apply the mostly used models in analyzing the commercial situation of an organization;

  • Knowledge of the elements of an operational marketing plan; and

  • Knowledge of the organizational implications of an operational marketingplan.


Once available, timetables will be published here.

Mode of instruction

The course is taught in seven lectures and seven workshops. For the lectures the students are expected to read the corresponding chapters for that week. During the workshops there will be case discussions which have to be prepared by the students, and there will be discussion about an academic article. Finally there will be presentations of the marketingplans.


Participation, 20%;
Operational marketing plan, 30%;
Presentation, 10%;
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.

Reading list

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


Drs. N.J.C. van de Ven
Steenschuur 25, Leiden
Room: B3.07
Tel.: 071-5278803