Prospectus

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Marketing Science

Course
2024-2025

Admission requirements

Master students

Description

Marketing Science is a multidisciplinary subject. The course addresses core concepts and fundamental principles of marketing and discusses state-of-the-art topics and research methods in the ever-changing field of marketing, such as artificial intelligence in marketing, etc. This course will link academic and practical insights to highlight how to adaptively apply marketing tools in managing business practices in this digital age.

Course objectives

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

  1. Apply segmentation, targeting, and positioning to develop marketing strategies.
  2. Apply marketing tools (e.g., AI-driven customer segmentation tools, data-driven predictive modeling) to guide business practices.
  3. Develop marketing research and draw managerial conclusions.
  4. Collaborate with a group to develop a marketing plan and present the plan to peer learners.
  5. Explain the importance of sustainable marketing, platform-based business, and B2B marketing.
  6. Critically evaluate marketing plans of peer learners, providing constructive feedback and recommendations.

Timetable

In MyTimetable, you can find all course and programme schedules, allowing you to create your personal timetable. Activities for which you have enrolled via MyStudyMap will automatically appear in your timetable.

Additionally, you can easily link MyTimetable to a calendar app on your phone, and schedule changes will be automatically updated in your calendar. You can also choose to receive email notifications about schedule changes. You can enable notifications in Settings after logging in.

Questions? Watch the video, read the instructions, or contact the ISSC helpdesk.

Note: Joint Degree students from Leiden/Delft need to combine information from both the Leiden and Delft MyTimetables to see a complete schedule. This video explains how to do it.

Mode of instruction

Lecture

Assessment method

The final grade will be composed of the following three parts:

  • 70% closed-book written examination

  • 30% group/individual assignments, participation, and 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.

For more details, please refer to the remarks below:

Reading list

  1. Armstrong, G.M., Kotler, P., Harker, M.J. and Brennan, R., 2019. Marketing: an introduction. Pearson UK.
  2. Edelson, M., Sharot, T., Dolan, R.J. and Dudai, Y., 2011. Following the crowd: brain substrates of long-term memory conformity. science, 333(6038), pp.108-111.
  3. Tom, S.M., Fox, C.R., Trepel, C. and Poldrack, R.A., 2007. The neural basis of loss aversion in decision-making under risk. Science, 315(5811), pp.515-518.
  4. Marteau, T.M., Hollands, G.J. and Fletcher, P.C., 2012. Changing human behavior to prevent disease: the importance of targeting automatic processes. science, 337(6101), pp.1492-1495.
  5. Lee, N., Broderick, A.J. and Chamberlain, L., 2007. What is ‘neuromarketing’? A discussion and agenda for future research. International journal of psychophysiology, 63(2), pp.199-204.
  6. Fisher, C.E., Chin, L. and Klitzman, R., 2010. Defining neuromarketing: Practices and professional challenges. Harvard review of psychiatry, 18(4), pp.230-237.
  7. Morin, C., 2011. Neuromarketing: the new science of consumer behavior. Society, 48(2), pp.131-135.
  8. Campbell, C., Sands, S., Ferraro, C., Tsao, H.Y.J. and Mavrommatis, A., 2020. From data to action: How marketers can leverage AI. Business Horizons, 63(2), pp.227-243.
  9. Luo, X., Tong, S., Fang, Z. and Qu, Z., 2019. Frontiers: Machines vs. humans: The impact of artificial intelligence chatbot disclosure on customer purchases. Marketing Science, 38(6), pp.937-947.
  10. Rai, A., 2020. Explainable AI: From black box to glass box. Journal of the Academy of Marketing Science, 48(1), pp.137-141.
  11. Paschen, J., Kietzmann, J. and Kietzmann, T.C., 2019. Artificial intelligence (AI) and its implications for market knowledge in B2B marketing. Journal of Business & Industrial Marketing.
  12. Salah, K., Rehman, M.H.U., Nizamuddin, N. and Al-Fuqaha, A., 2019. Blockchain for AI: Review and open research challenges. IEEE Access, 7, pp.10127-10149.
  13. Micu, A., Micu, A.E., Geru, M. and Lixandroiu, R.C., 2017. Analyzing user sentiment in social media: Implications for online marketing strategy. Psychology & Marketing, 34(12), pp.1094-1100.
  14. Seo, E.J. and Park, J.W., 2018. A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66, pp.36-41.
  15. Rita, P., Oliveira, T. and Farisa, A., 2019. The impact of e-service quality and customer satisfaction on customer behavior in online shopping. Heliyon, 5(10), p.e02690.

Registration

As a student, you are responsible for enrolling on time through MyStudyMap.

In this short video, you can see step-by-step how to enrol for courses in MyStudyMap.
Extensive information about the operation of MyStudyMap can be found here.

There are two enrolment periods per year:

  • Enrolment for the fall opens in July

  • Enrolment for the spring opens in December

See this page for more information about deadlines and enrolling for courses and exams.

Note:

  • It is mandatory to enrol for all activities of a course that you are going to follow.

  • Your enrolment is only complete when you submit your course planning in the ‘Ready for enrolment’ tab by clicking ‘Send’.

  • Not being enrolled for an exam/resit means that you are not allowed to participate in the exam/resit.

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

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

  • Students are responsible for enrolling/unenrolling themselves for (partial) exams/retakes.

  • Students are responsible for enrolling themselves for (partial) exams/retakes.

  • 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 partial components (except the exam) that make up the final mark of the course is assessed below 4.0.

  • Students fail the course if the grade for the (final) exam 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 4.0.

  • Partial grades, inclusive the exam grade will not be rounded. If partial grades will be communicated, it is possible partial grades are rounded, but unrounded partial grades will be used in the calculation of the final grade. The final grade will be rounded at 0.5 (5.49 will rounded down to a 5 and a 5.5 will be rounded up to a 6.0).

  • For retaking group assignments, depending on the number of students retaking them, individual assignments can be used to replace the group assignments.

  • 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.

Software
Starting from the 2024/2025 academic year, the Faculty of Science will use the software distribution platform Academic Software. Through this platform, you can access the software needed for specific courses in your studies. For some software, your laptop must meet certain system requirements, which will be specified with the software. It is important to install the software before the start of the course. More information about the laptop requirements can be found on the student website.