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Prospectus

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Marketing

Course
2020-2021

Subject to changes

Admission requirements

Master 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.

That is why we’ll be linking current business practices to foundational principles of marketing and applying advanced analytic techniques to support marketing decision making.

Course objectives

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

  • apply marketing concepts and frameworks of marketing management, including environmental scanning, market segmentation, behavioral targeting, positioning and marketing mix.

  • apply marketing analytics to support decision-making in product line design, distribution planning, sales management, demand management, pricing and promotion strategies for regional and global markets.

  • develop and create modern marketing strategies and design marketing plans for an actual company.

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

Timetable

See the schedule at the Science Based Business website.

Mode of instruction

Lecture

Assessment method

The final grade will be composed of the following three parts:
50% written examination with closed questions
20% 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.

The teacher will inform the students how the inspection of and follow-up discussion of the exams will take place.

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 (lectures and exam). The registration in uSis will open two months before the start of the academic year. Click here for instructions.

There is limited capacity for external students. Please contact the programme coordinator.

More information on the different types of registration can be found here.

Contact

For all questions you can contact info@sbb.leidenuniv.nl

Note: If you are an ICTiBPS student, you can contact the programme coordinator of ICTiBPS for any questions about your program.

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.