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Advanced Marketing Management




Admission Requirements

Similarly (En) tagged 200-level courses. Marketing Management strongly recommended. Students that do not meet this prerequisite should contact the instructor regarding the required competencies before course allocation.


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?

These topics will be taught by writing an operational marketing plan for an organization.

The objective of this course is to introduce the students with the basics of the theory and practice of marketing, the marketing instruments and the recent developments in these fields.

Course Objectives

Students will get knowledge of and acquainted with the basics in the theory of the marketing mix instruments (4 p’s) and operationalizing this marketing mix in practice. Students will get acquainted with the terminology and concepts of the field.

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 financial and organizational implications of an operational marketingplan.

Mode of Instruction

The writing of an operational marketing plan for an innovative business is the central educational tool of this course, that is done as a group assignment. During the classes in week 1 groups are formed. Each week thereafter there is time for discussion and consult by the lecturer if needed on the plan. After week 7 an integrated plan is submitted and the plans are presented in week 7 to the whole group.
Each week starts with a lecture that contains an explanation of the applicable course material. The second session of the week is used for case discussions, feedback on the business plans in a workshop style of teaching.

The presentations of the plans are done, as if a potential financier has to be convinced by the new entrepreneurs.


Assessment: Participation
Percentage: 20%
Deadline: Ongoing Weeks 1-7

Assessment: Operational marketingplan (5000 words per group)
Percentage: 30%
Deadline: Ongoing, deadline 29 March 2013 (to be submitted by email)

Assessment: Presentation
Percentage: 10%
Deadline: 22 March 2013

Assessment: Exam (closed book)
Percentage: 40%
Deadline: 29 March 2013 15:00-17:00

The grading of the strategic marketing plan will be done on a 1-100 scale. The assessment items of the strategic marketing plan will be:
-Determining the marketing objectives
-Possibly 3 P’s of services

These items will be assessed on the basis of the following criteria:

Originality: which means, in case of an operational marketing plan: a plan that helps operationalizing the chosen strategies of the organization. Originality can contribute to the success of the business model of the (fictitious) new business.

Structure: the plan needs a clear goal, input/data need to be realistic, a strong analysis and a clear conclusion.

The operational marketing plan and the presentation will relate to the group assignment.

The exam will contain theory questions about topics from the book, the compulsory literature, and a case study, that needs to be analysed with the knowledge gained. The exam is an individual and closed-book exam.


Philip Kotler, Veronica Wong, John Saunders, Gary Armstrong- Principles of Marketing. Pearson/Prentice Hall, 5th European Edition, 2008. ISBN: 978-0-273-71156-8.

Contact Information

n.j.c.van.de.ven@law.leidenuniv.nl, 071-5278803

Weekly Overview


Preparation for first session