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Marketing and Corporate Communications


Admission requirements

Only available for master students


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 & frameworks of marketing management such as,
    scanning, market segmentation, targeting, positioning, and applying marketing mix tactics.

  • Be able to analyse marketing problems & 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 develop
    marketing strategies and make tactical marketing decisions.

  • Develop and create innovative marketing strategies and marketing plans for an actual 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

Students must earn at least a 5.5. on each of the the following:

10% Marketing Plan Presentations
40% Final Marketing Plan (due the Friday after the last class to be sent electronically)
50% Final Exam


Marketing and Corporate Communications

Reading list

Required literature:

  • Gary Armstrong, Philip T. Kotler, Michael Harker, Ross Brennan (2015)
    Marketing: An Introduction, 3rd European edition. Available via Amazon

  • Electronic Reader (sent to the students via WeTransfer after the first class)
    much marketing!

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