Marketing Management

Tag(s)

[BSc]
En

Admission Requirements

Similarly tagged 200-level and 300-level courses. Students that do not meet this prerequisite should contact the instructor regarding the required competencies before course allocation.

Description

Marketing Management introduces the student with the function of strategy and marketing and the interaction between strategy, marketing and the other disciplines within the organization. Further the role of market research and the analysis of the internal and external environment of the organization is explained. Also the markets and competitor strategies on these markets where the organization plays an role are discussed. All these topics are addressed in a strategic marketing plan which the students have to write. The objective of this course is to introduce the students with the basics of the theory and practice of markets, strategy, marketing and the recent developments in these fields.

Course Objectives

Students will get insights in the relationship between strategy and the marketing function in the organization. Students will get acquainted with the terminology and concepts of the field.

1. Understand the relationship between corporate strategy and the marketing function within the organization of a company.
2. Have insight in the role of marketing as problem area, as philosophy, and as management activity.
3. Understand the basic terms and concepts of the field of study.
4. Understand the mostly used models of buying behaviour of consumers as well as organizations, the product life cycle, adoption, portfolio analysis, and so on.
5. Be able to apply these models when analyzing the commercial situation of a company.
6. Understand the elements of a strategic marketing plan.
7. Understand the financial and organizational implications of a strategic marketing plan.

Mode of Instruction

The writing of a 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 separate parts of the business plan are submitted. The group receives feedback on all parts of the plan, verbally in class, or if necessary in writing. In week 7 an integrated plan is submitted and the plans are presented 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.

A major issue, that ties all topics together, is corporate social responsibility. A reflective approach on businesses is applied.

Next to practical issues, scientific studies on corporate social responsibility and entrepreneurship are discussed and analysed.

Assessment

Assessment: Strategic Marketing plan (5000 words)
Percentage: 40%
Deadline: 14 December 2012

Assessment: (Group) Presentation
Percentage: 20%
Deadline: 14 December 2012

Assessment: Exam (closed book)
Percentage: 40%
Deadline: TBA

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:

1. Mission Statement
2. Analysis of the environment
3. SWOT analysis
4. Confrontation matrix
5. Strategic options
6. Segmentation of the market and selection of target groups
7. Positioning

These items will be assessed on the basis of the following criteria:
Originality, which means, in case of a business plan: a plan that possibly that helps to beat competition, because of new, innovative features. In that case 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 strategic marketing plan and the presentation will relate to the group assignment. Under normal circumstances all group members receive the same grade for their work.
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.

Literature

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

Drs. Niels van der Ven
n.j.c.van.de.ven@law.leidenuniv.nl
071-5278803

Weekly Overview

Week 1 Introduction
Week 2 Strategy and environment
Week 3 Markets
Week 4 Core strategy
Week 5 Competitive strategy
Week 6 The global marketplace
Week 7 Presentations

Preparation for first session

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