MST-21306 Advanced Management and Marketing


Credits 6.00

Teaching methodContact hours
Group work5
Independent study
Course coordinator(s)dr. EFM Wubben
Lecturer(s)M Annosi
dr. EFM Wubben
dr. AA Trujillo Barrera
Examiner(s)dr. EFM Wubben

Language of instruction:


Assumed knowledge on:

BEC-10306 Introduction to Business Economics; MCB-20806 Principles of Consumer Studies; MST-24306 Management and Marketing; YSS-20306 Quantitative and Qualitative Research Techniques in the Social Sciences / MAT-22306 Quantitative Research Methodology and Statistics.

Continuation courses:

Case Studies Management; Selected themes in Marketing; Advanced Supply Chain Management; Technology, Innovation and Strategy (MSc).


This course focuses on strategy and innovation. Theories and models from marketing and management science are presented, related and applied. Formally, the following aims of the course have been formulated:
- be able to assess complex firm strategy and marketing problems by selecting and applying the relevant concepts and methods to markets, capabilities, and customers;
- be able to logically develop (marketing) strategy (forecasting), at different levels of analysis (PMC, BU, corporate, international, innovation);
- be able to assess the implementation trajectory of the chosen strategies;
- be able to understand, report and reflect on the provided concepts and models.

Learning outcomes:

The learning is in the cognitive domain, encompassing all known levels of complexity. After successful completion of this course students are expected to be able to:
- judge the value of management and marketing models for, resp. strategic and marketing decision-making;
- analyse strategic options for bu's, corporate, innovation and international strategies;
- analyse marketing plans for (new) products, brands and markets;
- Use cluster analysis, factor analysis, and conjoint analysis to guide marketing strategies;
- use strategy concepts, considering the business environment;
- explain and access strategic positioning of companies;
- recall fundamental concepts, tools and elements of management and marketing.


Lectures, practicals, self study and groupwork platforms.


Written open and MC-questions, closed book exam, with a marketing part and a management part.


Johnson, Whittington, Scholes, Angwin & Regnér (2017) Fundamentals of Strategy Pearson Higher Education, 4th ed. ISBN 978-1-292-20906-7 Estimated availability: half December 2017. At least 5 chapters were strongly revised, of which 2 were deleted and a new one created. Starting by this course, and its exams, the 3rd edition will not be referred to nor accepted useful. Iacobucci, D. (2016) Marketing Models: Multivariate Statistics and Marketing Analytics, 4e, ISBN: 9781539926108.

Compulsory for: BBCManagement and Consumer StudiesBScA: Business Studies3WD
MFTFood TechnologyMScB: Food Innovation and Management3WD
MFQFood Quality ManagementMScD: Quality Management and Entrepreneurship3WD
Restricted Optional for: MMEManagement, Economics and Consumer StudiesMScA: Business Studies3WD
MMEManagement, Economics and Consumer StudiesMScD: Management in Life Sciences3WD
MOAOrganic AgricultureMScB: Sustainable Food Systems3WD
Restricted Optional for: WUABMBSc Minor Agricultural Business Management3WD