Admission requirements
None.
Description
Marketing Management in the 21st Century gives you a general introduction to the world of marketing, which is essentially about creating customer value and building long-term relationships with customers. How this is done is the focus of the course. We will reflect on the main theoretical concepts of marketing and apply them to the processes that organizations undergo during the analysis, design, implementation and control of marketing programs.
The course teaches you how to analyze business-to-consumer markets, translate that information into a marketing strategy and develop an actionable marketing program. It discusses how consumers behave and how organizations can best respond to this.
It also looks at the modern tools available to organizations, including new methods of pricing and promotion. You will learn from guest speakers about the use of modern marketing techniques and how the (online) environment will shape marketing in the future.
Course objectives
This course aims for students to get to know the basics of the theory and practice of marketing management and recent developments in the profession.
By the end of this course, students will be able to:
explain the role of marketing in the organization, distinguishing between both the strategic and tactical implications of marketing;
apply the most basic marketing terms and concepts to different practical case studies and formulate solutions from them;
unravel the value creation process of organizations and outline different customer-oriented marketing strategies;
identify and explain the marketing mix tools that companies have at their disposal and produce and present actionable applications from them as part of a team.
Timetable
Check MyTimetable.
Mode of instruction
Lectures
Number to 2 hours: 7;
Instructor: Prof. J.I. van der Rest;
Required preparation by students: study of relevant chapters and scientific articles per week.
Tutorials
Number to 2 hours: 7;
Instructor: Prof. J.I. van der Rest;
Required preparation by students: reading and preparing the case.
Assessment method
Exam (50%): consisting of an individual exam; and
Group marketing plan (50%): consisting of (a) the weekly assignments that concern parts of the marketing plan (30%), (b) the presentation / defense of the marketing plan (10%), and (c) individual participation (10%).
A minimum grade of 5.0 must be obtained for the written exam. The written exam is the final test of the course and is the only part that can be retaken. The parts 'weekly assignments / marketing plan', 'presentation / defense of marketing plan' and 'individual participation' cannot be retaken. The grades of these completed parts will count during the resit but will expire afterwards (partial grades will therefore remain valid only during the academic year).
Assignments
Will be announced via Brightspace.
Areas to be tested within the exam
The exam material includes the mandatory literature, the prescribed cases and scientific articles and what has been discussed during lectures, working groups and during any other forms of education.
Regulation retake passed exams
In this course it is possible to retake an exam that has been passed (cf. art. 4.1.8 and further of the Course and Examination Regulations) on the condition that this course is not part of the minor. Students who have passed the exam may retake the final written assessment (test) of the course if they meet certain requirements. For more information, go to the website > ‘Law’ tab > ‘Retake a passed exam’.
Reading list
Mandatory literature
Literature:
- Gary Armstrong, Philip Kotler & Marc Oliver Opresnik – Marketing: An Introduction, 15th Global Edition, 2022. ISBN 9781292433103
Reader:
- The reader with all the necessary information about this course is made available via Brightspace.
Registration
Registration for courses and exams takes place via MyStudymap. If you do not have access to MyStudymap (guest students), look here (under the Law-tab) for more information on the registration procedure in your situation.
Contact
Course coordinator: Prof. dr. J.I. van der Rest;
Work address: KOG, Steenschuur 25, 2311 ES Leiden. Roomnumber B2.26;
Accessibility: Monday to Friday from 9:00 am to 5:00 pm;
Telephone: 071 – 527 6135;
E-mail: j.i.van.der.rest@law.leidenuniv.nl.
Institute/department
Institute: Institute of Tax Law and Economics;
Department: Business Studies;
Address secretariat: KOG, Steenschuur 25, 2311 ES Leiden. Roomnumber B2.26;
Opening hours: Every working day (except Wednesday) from 09:00 - 17:00;
Telephone secretariat: 071 – 527 7851;