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;
- Acknowledge the role and place of marketing in the strategy making of an organisation.
- Describe a product or service based on its product levels and the need it fulfils 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;
- Collect and analyse basic marketing data;
- Write a marketing report about a consumer product.
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Major-related elective, required elective. Cannot be combined with Marketing (LUISS).
Course participants must have a basic understanding of statistics and regression, and be able to work with a statistical software like Stata, SPSS or Jamovi. We assume that students have completed the courses Statistics (ECB1STAT) and Econometrics (ECB2METRIE), or equivalent.
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 ““Activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” (American Marketing Association) . 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.
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 lectures in which the theoretical concepts of marketing management will be explained and instructions are given for a team project in which students study a specific marketing case. During the tutorials students will present the progress they are making with a series of assignments to apply marketing theory and collect and analyze marketing data.
Effort requirements
Students are expected to make a weekly online MC-test and participate in the lectures, workshops and research assignments given.
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.
Assessment method
• Exam (60% of the final grade)
• Assignments (40% of the final grade)
Course repeaters
Course repeaters also need to fulfil the effort requirement. They will be have to redo the marketing project too.
Courses that build on Marketing
Advanced Marketing (ECB3AM) and Venture Marketing (EC2VM)
In case online access is required for this course and you are not in the position to buy the access code, you are advised to contact the course coordinator for an alternative solution. Please note that access codes are not re-usable meaning that codes from second hand books do not work, as well as access codes from books with a different ISBN. Separate or spare codes are usually not available.
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