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Prospectus

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Marketing (minor Science Based Business)

Course
2020-2021

Admission requirements

3rd year bachelor students

Description

Marketing is an interdisciplinary subject that involves business management, economics, statistics, sociology and psychology. This course focuses on crucial issues and developments of strategic marketing and digital marketing.

Strategic marketing refers to using revenue models for marketing decision making in uncertain business environments. The advent of digital media and information technology extended the marketing domain and changed the relationships and the communication between organizations and individuals. Organizations must be adaptive and continually updating the marketing capabilities in order to stay competitive. Yet, the fundamental concepts and frameworks as defined by marketing gurus like Philip Kotler still stand and need to be understood by marketing scholars and industry practitioners.

We explore and develop themes in strategic marketing and digital marketing using the case study method, which engages students in the simulation of managerial decision-making processes. The course is useful to anyone who is working in a business environment, or for an non-governmental organization; for those who may wish to merge backgrounds in science, technology, medical areas, or academia, and a business career; and for those who seek bridges of understanding between their future careers and the world of business.

Course objectives

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

  • understand core marketing concepts and fluently discuss marketing challenges organizations face to.

  • assess and develop marketing strategies and marketing plans for an actual company.

  • assess and apply marketing analytics to support decision-making.

  • formulate advice to enable organizations to optimize marketing strategies.

  • understand the latest development in marketing and marketing analytics, e.g., search engine marketing, AI-driven analytics, and data-driven predictive modeling.

Timetable

Preliminary schedule
Semester 1:

  • Course: October 7th – October 23th 2020

  • Exam: October 29th 2020

  • Retake: January 13th 2021

Please check the latest version of the schedule on the SBB website.

Mode of instruction

Lecture and case study

Assessment method

The final grade will be composed of the following three parts:
50% written examination with closed questions
20% group assignment – marketing plan
30% participation & interaction

A week after the final grades are known an announcement will put on Brightspace with the date, time and location where students can review the exam and standard answers.

Reading list

Armstrong, G.M., Kotler, P., Harker, M.J. and Brennan, R., 2019. Marketing: an introduction. Pearson UK.

Registration

Students have to register for the course in uSis. The registration in uSis for 2020-2021 will open two months before the start of the academic year. Click here for instructions.

This course can only be followed as part of the SBB minor (15 or 30 ECTS).

Contact

info@sbb.leidenuniv.nl

Remarks

  • Students are responsible for enrolling/unenrolling themselves for (partial) exams/retakes.

  • Students are responsible for enrolling themselves for (partial) exams/retakes.

  • The deadline for enrolling for an exam/retake is 10 calendar days before the exam/retake takes place (exam date - 10 = deadline enrolling date).

  • Students who do not enroll themselves for an exam/retake by the deadline are not allowed to take the exam/retake.

  • Students fail the course if any of the components that make up the final mark of the course is assessed below 5.0.

  • The final grade is expressed as a whole or half number between 1.0 and 10.0, including both limits. The result is not to be expressed as a number between 5.0 and 6.0.

  • If one of the components of the final mark constitutes a component that assesses attendance or class participation, students cannot take a retake for this component. Therefore, students fail the course if their mark for this component is less than 5.0.

  • It is not possible to do retakes for group assignments. Therefore, if students fail the group assignment component, they fail the course.

  • Students pass the course if the final mark is 6.0 or higher (5.49 will rounded down to a 5 and a 5.5 will be rounded up to a 6.0).

  • For courses, for which class participation is an assessment component, students may not be penalised for an absence if the student has a legitimate justification for this absence. The student must notify the program coordinator via email (info@sbb.leidenuniv.nl) of such an absence BEFORE the lecture, describing the reason for missing the lecture. If the student does not notify the program coordinator before the lecture, the student will be penalised. Students may be required to provide further documentation to substantiate their case, and class attendance requirements are only waived under exceptional circumstances such as illness.

  • Students who are entitled to more exam/retake time must report to info@sbb.leidenuniv.nl 10 days before the exam/retake takes place.