APPLIES TO ACADEMIC YEAR 2013/2014

EXC 3415 Marketing Management

Responsible for the course
Auke Hunneman

Department
Department of Marketing

Term
According to study plan

ECTS Credits
7,5

Language of instruction
English

Introduction
This course introduces you to basic concepts of marketing. The aim of marketing is to create value for customers and to capture value from customers in return. Taking a manager’s perspective, we discuss the process by which today’s companies try to attract and keep the right profitable customers – from understanding customer needs, to designing customer-driven marketing strategies and integrated marketing programs, to building customer relationships and capturing value for the firm. Finally, we discuss the trends and forces affecting the marketing function itself.

Learning outcome
After finishing the course, students should have an understanding of the following:

Acquired knowledge
The students should be able to understand important marketing issues such as understanding of the customer, market segmentation and positioning, branding, pricing, innovation, and marketing implementation.

Acquired skills
The students should also be able to apply the acquired knowledge to real-life marketing problems by writing a marketing plan for an existing company and to critically evaluate the marketing strategies employed by real companies in real situations.

Reflection
Student should critically reflect on marketing’s role in society as a whole by evaluating the sustainability of a company’s marketing actions.

Prerequisites
None.

Compulsory reading
Books:
Kotler, Phillip, Gary Armstrong. 2013. Principles of marketing. 15th ed. Pearson

Recommended reading

Course outline
The course covers the following three broad topics:

1. Defining marketing and the marketing planning process.
2. Understanding the marketplace and consumers.
3. Designing a customer-driven strategy and marketing mix.

A more detailed course outline will be published on It's learning and discussed during the first meeting.

Computer-based tools
No specified computer-based tools are required.

Learning process and workload
The course objectives will be reached through a combination of lectures and students working on assignments.

Coursework requirement
During the course three individual tests will be given of which two need to be passed in order to take the final exam (i.e., the term paper). The term paper can be written individually or in groups of up to 3 students. Further information on the organization of the term paper and the mandatory assignments will be given in class.