Tag(s)
[BSc] En
Admission Requirements
Similarly tagged 100-level and 200-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.
- Understand the relationship between corporate strategy and the marketing function within the organization of a company.
- Have insight in the role of marketing as problem area, as philosophy, and as management activity.
- Understand the basic terms and concepts of the field of study.
- Understand the mostly used models of buying behaviour of consumers as well as organizations, the product life cycle, adoption, portfolio analysis, and so on.
- Be able to apply these models when analyzing the commercial situation of a company.
- Understand the elements of a strategic marketing plan.
- 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:
Percentage:
Deadline:
Literature
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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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