Prospectus

nl en

Marketing Management

Course 2013-2014

Toegangseisen

None

Beschrijving

This course 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? 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.

Leerdoelen

Doel van het vak:
Getting 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.

Eindkwalificaties (eindtermen van het vak)

Na afronding van het vak hebben studenten de volgende kwalificaties verworven:

  • Knowledge of the basics in the theory of the marketing mix instruments (the 4 P’s);
  • 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 marketing plan.

Rooster

http://www.law.leidenuniv.nl/studenten/bachelor/roostersenaanmelding/roosters-aanmelding.html.

Onderwijsvorm

Andere onderwijsvorm(en)_
Combined Lectures/workshops

  • Aantal à 4 uur: 5
  • Namen docenten Drs. N.J.C. van de Ven
  • Vereiste voorbereiding door studenten:
    Read the corresponding chapters fort hat week

Toetsing

Toetsvorm(en)

  • Written exam, existing of multiple choice questions, essay questions and a case analysis. This exam will count for 70% of the final grade.
  • Writing an operational marketingplan. This operational marketingplan will count for 30% of the final grade.

Inleverprocedures
By blackboard. Instructions will folow during the first lecture.

Examenstof
The compulsory literature and everything discussed during the lecture/workshops.

Blackboard

This course is using blackboard. Blackboard.

Literatuur

Verplicht studiemateriaal
Literature:
Philip Kotler, Veronica Wong, John Saunders, Gary Armstrong– Principles of Marketing. Pearson/Prentice Hall, Fifth European Edition, 2008.

Reader:
None, all the needed information, communication and relevant links are published in Blackboard.

Aanmelden

The students need to registrate for this course at the secretary of Tax Law by mrs. C.G.M. van Loon

Contact

  • Vakcoördinator: Drs. N.J.C. van de Ven
  • Werkadres: Steenschuur 25, kamer B 3.14
  • Bereikbaarheid: maaandag tot en met donderdag 09.00-17.00
  • Telefoon: 071 – 527 8803
  • E-mail: n.j.c.van.de.ven@law.leidenuniv.nl

Instituut/afdeling

  • Instituut: Fiscale en Economische vakken
  • Afdeling: Bedrijfswetenschappen
  • Kamernummer secretariaat: B 2.11
  • Openingstijden: Maandag t/m vrijdag, van 9.00 – 17.00 uur
  • Telefoon secretariaat: 071 – 527 8574
  • E-mail: “belastingrecht@law.leidenuniv.nl

Opmerkingen

Contractonderwijs

Belangstellenden die deze cursus in het kader van contractonderwijs willen volgen (met tentamen), kunnen meer informatie vinden over kosten, inschrijving, voorwaarden, etc. op de website van Juridisch PAO.