Tag(s)
[BSc] En
Admission Requirements
The course Marketing Management is a prerequisite for the students who want to take this course.
Description
Advanced Marketing Management focusses on the implementation of marketing strategies. Which decisions need to be made and which marketing instruments are available to operationalize the chosen strategies. How to shape your products to the wishes of your target groups? How to add value for your target customers? Which possibilities are there to communicate with your target groups? How and on which base can you determine your price?
Course Objectives
After completion of the course students will have:
Knowledge of the basics in the theory of the marketing mix instruments;
Apply the theory of the marketing mix instruments in practice;
Apply the mostly used models in analyzing the commercial situation of an organization;
Knowledge of the elements of an operational marketing plan; and
Knowledge of the organizational implications of an operational marketingplan.
Mode of Instruction
The course is taught in 7 lectures and 7 workshops. For the lectures the students are expected to read the for that week corresponding chapters. During the workshops there will be case discussions which have to be prepared by the students. Finally there will be presentations of the marketingplans.
Assessment
To be confirmed in course syllabus:
Weekly participation: 20%
Operational marketing plan (5000 words): 30%
Presentation: 10%
Exam (closed book): 40%
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.
Harvard Business Cases provided by blackboard.
Academic articles provided by blackboard.
Syllabus Advanced Marketing Management 2013-2014 provided by blackboard.
Contact Information
Drs. N.J.C. van de Ven
Steenschuur 25, Leiden
Room: B3.14
Tel.: 071-5278803
Mail: n.j.c.van.de.ven@law.leidenuniv.nl
Weekly Overview
Week 1: Product
Week 2: Marketing Services
Week 3: Communications
Week 4: Direct Marketing and Sales Promotions
Week 5: Place
Week 6: Pricing
Week 7: New Marketing Developments
Preparation for first session
-