Prospectus

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Online Marketing

Course
2022-2023

Admission requirements

Required course(s):

None.

Description

The course online marketing gives you an introduction into the world of marketing. In practice, marketing is all about creating value for customers and building long-run relationships with them. Yet, more and more, marketeers start to consider the possible conflicts between consumer wants in the short-run and long-run welfare. Are satisfying immediate customer needs always what is best for society in the long run? Shouldn’t marketing not be to create customer value in ways that foster both individual’s and society's well-being? For this reason, this course will focus more deeply on the social and responsible aspects of marketing. While traditional marketing focuses on organizations that address clearly perceived customer needs, this course will therefore help you to understand and question how marketing develops in an increasingly digitalized world.

Course Objectives

After completing this course, you will be able to:

  • Have insight in the role of marketing as problem area, as philosophy, and as management activity.

  • Clarify the role of marketing within an organization, thereby distinguishing the strategic and operational implications of the marketing strategy.

  • Apply the basic terms, models, and concepts from academic literature in analyzing marketing cases and commercial situations of companies and formulate best practices and solutions.

  • Explain how the digital evolution has changed and is still changing the business world and what implications can be drawn for firms' marketing practices.

  • Apply marketing tools in real-life business situations.

  • Argue and defend chosen opinions and points of view related to (online) marketing practices of real-life companies, based on the case method of the Harvard Business School.

  • Describe the current trends and the state-of-the-art of scientific research with regards to digital marketing.

Timetable

Timetables for courses offered at Leiden University College in 2022-2023 will be published on this page of the e-Prospectus.

Mode of instruction

Weekly there will be explanations and discussions of the applicable course material, as well as case discussions and assignments in a workshop style mode of teaching. The case discussions are founded on participant centered learning and the case methods of Harvard Business School.

Assessment Method

TBA

Reading list

Articles will be distributed through Brightspace.

Registration

Courses offered at Leiden University College (LUC) are usually only open to LUC students and LUC exchange students. Leiden University students who participate in one of the university’s Honours tracks or programmes may register for one LUC course, if availability permits. Registration is coordinated by the Education Coordinator, course.administration@luc.leidenuniv.nl.

Contact

Prof. Jean-Pierre van der Rest, j.i.van.der.rest@law.leidenuniv.nl

Remarks

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