MST-21306 Advanced Management and Marketing


Studiepunten 6.00

Problem-based learning5
Course coordinator(s)dr. EFM Wubben
Lecturer(s)dr. EFM Wubben
dr. ir. FJHM Verhees
Examiner(s)dr. EFM Wubben
dr. ir. FJHM Verhees

Language of instruction:


Assumed knowledge on:

MST-24306, MCB-20806, BEC-10306, YSS-20306 / MAT-22306

Continuation courses:

Case Studies Managment; Innovations in Marketing Decision-Making; 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. Prime amongst the topics are:
- what is strategy;
- how important is the industry or the strategy in a firm's succes;
- how to analyse the resources and competences of the firm in relation to the firm's environment;
- the formulation, choice and evaluation of strategic options;
- the implementation and evaluation of strategies; and
- managing international paradoxes.

Learning outcomes:

After successful completion of this course students are expected to be able to:
- analyze and explain the strategic alternatives for businesses using management and marketing concepts and theories.
- interpret outcomes of qualitative and quantitative research to choose amongst strategic and marketing alternatives.
- reflect on recent literature and practices using the proposed literature


Lectures, case assignments for teams; case discussion; literature questions; self study; self test.


Written open-question, closed book case-based exam, with a marketing part and a management part.


Fundamentals of Strategy (with MyStrategyLab and The Strategy Experience simulation), Authors: Gerry Johnson, Richard Whittington and Kevan Scholes 2nd edition, Publication Date: 30 Nov 2011, ISBN 9780273757337

Analysis for Marketing Planning Lehmann, D. R., & R. S. Winer 2008, ISBN 9780071263634

Verplicht voor: BBCManagement and Consumer StudiesBScA: Management Studies3WD
MFTFood TechnologyMScB: Food Innovation and Management3WD
Keuze voor: MMEManagement, Economics and Consumer StudiesMScD: Management, Innovation and Life Sciences3WD
MMEManagement, Economics and Consumer StudiesMScD: Management, Innovation and Life Sciences3WD
MMEManagement, Economics and Consumer StudiesMScA: Management Studies3WD
MOAOrganic AgricultureMScA: Agro Ecology3WD
MOAOrganic AgricultureMScB: Consumer and Market3WD
MFNForest and Nature ConservationMScB: Management3WD
MGIGeo-Information ScienceMSc3WD
MUEUrban Environmental ManagementMSc3WD
Keuze voor: WUABMBSc Minor Agricultural Business Management3WD