Tag(s)
[BSc], En
Admission Requirements
Marketing Management.
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 marketing plan
Mode of Instruction
The course is taught in seven lectures and seven 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 marketing plans.
Assessment
Assessment: Weekly participation
Percentage: 20%
Deadline: Ongoing Weeks 1-7
Assessment: Operational Marketing Plan (5000 words)
Percentage: 30%
Deadline:21 May 2015
Assessment: Presentations
Percentage: 10%
Deadline: Week 7
Assessment: Exam (closed book)
Percentage: 40%
Deadline: Week 8
Literature
Principles of Marketing European Edition, 6/E Philip Kotler, Northwestern University Gary Armstrong, University of North Carolina Lloyd Harris, University of Warwick Nigel F. Piercy, University of Warwick
ISBN-10: 0273742973 • ISBN-13: 9780273742975
Harvard Business Cases provided on blackboard.
Academic articles provided onblackboard.
Syllabus Advanced Marketing Management 2014-2015 provided onblackboard.
Contact Information
Drs. N.J.C. van de Ven
Steenschuur 25, Leiden
Room: B3.11
Tel.: 071-5278803
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