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This course cannot be combined with the course Marketing (LUISS).
When asked, many people would say marketing is “selling and advertising”. We will see that there is more to marketing than that. Marketing has been defined as “the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return” (Kotler & Armstrong, 2016: 29). It is therefore more than mere advertising or being creative. This course gives students an introduction to the field of marketing and will cover subjects as the marketing management process and market research, creating product offerings through product development and pricing strategies, delivering value through supply chain decisions and service strategies, and communicating to markets both through personal and impersonal media.
Learning objectives
At the end of the course the student is able to:
- Define marketing and explain the different elements within the marketing management process;
- Describe a product or service based on its product levels and the need it fulfills for customers;
- Determine prices for products or services based on different pricing concepts;
- Choose between several supply chain options based on the value concepts of a product or service;
- Describe the role of communications in the delivery of products and services.
Academic skills
This course focuses on the following academic skills:
- Communication skills
- Being able to present the content of an article or the results of an (instructed) research.
- Social responsibility
- Being able to work effectively in teams for a specific project with limited intervention or instruction.
Format
The course will consist of both lectures in which the theoretical concepts of marketing management will be explained and of tutorials in which assignments and cases students have made will be discussed. Students are expected to have prepared the assignments beforehand. During these tutorials student teams will also present workshops on specific marketing related topics.
Assessment method
- Final written exam (75%)
- Marketing project or simulation (25%)
Effort requirements
Students are expected to have read the chapters and additional materials before the lectures. Assignments must be made and handed in before the tutorials using Blackboard. Students are expected to make a weekly online MC-test and participate in the workshops and research assignments given. Finally, students who miss the first tutorial, in which the workshop teams are formed, without prior consent by the course coordinator cannot participate in the further course. Therefore, attendance at the first tutorial is mandatory.
Course repeaters
Course repeaters also need to fulfill the effort requirement. They will be given an marketing project instead of having to redo the marketing simulation. The project will be handed to them in the first week of the course.
Courses that build on Marketing
Advanced Marketing (ECB3AM) and Venture Marketing (EC2VM)
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