Prospectus

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Marketing Management

Course 2011-2012

Prerequisites and restrictions

None.

Description

The Marketing Management course offers at first an introduction of the purpose of strategy and marketing, and the interaction between strategy, marketing and other disciplines within the organisation. Further attention is then given to market research and the analysis of the internal and external environment of the enterprise. The diverse markets in which an organisation can play a role, and the accompanying competition strategies, are also discussed. Students write a strategic management plan as part of the course.

Course objectives

Objectives of the course:
A thorough understanding of the basic theoretical and practical principles of markets, strategy, marketing and recent developments in the field.

Achievement levels:
The following achievement levels apply with regard to the course:

  • An understanding of the link between corporate strategy and the role of marketing in the organisation of a business or enterprise;
  • An insight into the role of marketing as a problem area, as a philosophy and as a management activity;
  • Knowledge of the basic terms and concepts of the discipline
  • Knowledge of the most commonly used models on customer behaviour – of consumers, organisations, the product life cycle, adoption, portfolio analysis, etcetera;
  • The ability to apply these models to analyse the commercial status of an enterprise;
  • Knowledge of the core elements of the strategic marketing plan; and
  • An understanding of the financial and organisational implications of a strategic marketing plan

Timetable

The timetable of this course can be found in uSis.

Mode of delivery

Other methods of instruction

  • Description: Combined lectures/seminars
  • Number of (4 hour) instructions: 5
  • Names of instructors: M.J. (Malgorzata) Iwanczuk-Prost MA, Drs. N.J.C. (Niels) van de Ven
  • Required preparation by students: Reading the assigned chapters

Assessment

Examination form(s)

  • Written exam, consisting of multiple choice questions, essay questions and a case analysis. (70%)
  • The other 30% of the final grade will be determined by a strategic marketing plan, to be written by the student.

Areas to be tested within the exam
The examination syllabus consists of the required reading (literature) for the course, the course information guide and the subjects taught in the lectures, the seminars and all other instructions which are part of the course.

Blackboard

More information on this course is offered in Blackboard.

Reading list

Obligatory course materials
Literature:

  • Philip Kotler, Veronica Wong, John Saunders, Gary Armstrong– Principles of Marketing. Pearson/Prentice Hall, fifth European edition, 2008.

Reader:

  • None, all other relevant course materials will be published on Blackboard or be given during lectures.

How to apply

Students have to register for courses and exams through uSis.

Contact details

  • Co-ordinator: M.J. (Malgorzata) Iwanczuk-Prost MA
  • Work address: Steenschuur 25
  • Contact information: Weekdays 09.00-17.00 (except Wednesdays)
  • Telephone number: 071-527 7851
  • Email: m.j.iwanczuk@law.leidenuniv.nl

Institution/division

  • Institution: Institute for Tax Law and Economics
  • Division: Centre for Business Studies
  • Room number secretariat: B 2.29
  • Opening hours: : Monday to Friday 09.00-17.00
  • Telephone number secretariat: 071 – 527 7851
  • E-mail: