MST-21306 Advanced Management and Marketing

Course

Credits 6.00

Language of instruction:

English

Assumed knowledge on:

Inleiding bedrijfs- en marktkunde

Expected knowledge on:

Basisbegrippen en thematische verkenningen consumentenwetenschappen, Besliskunde I, Inleiding Bedrijseconomische analyse

Continuation courses:

Case Studies Managment; Innovations in Marketing Decision-Making; Supply Chain Management; Technology, Innovation and Strategy (MSc)

Contents:

This course focuses on strategy and innovation, answering the question whether it is the industry or the organization that determines the succes of a company? Theories and models from marketing and management science are presented, related and applied. Prime amongst the topics are:
- what is strategy;
- how to the 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.

Aims:

- be able to formulate, and analyse managerial problems, such as analysing the competitive strength of a firm (market positioning vs resource based view);
- be able to assess the internal and external behaviour of the firm as a multifaceted problem;
- be able to offer solutions for marketing and management problems (business plan and marketing plan);
- be able to apply chosen solutions (via case studies or computer simulations).

Activities:

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

Examination:

Written open-question, case-based exam, with a marketing section and a management section.

Literature:

- Segal-Horn, S. (2004) The Strategy Reader, Oxford: Blackwell Publishers Ltd. 2e edition. This academic year Segal-Horn, S. (1998) may still be used, but it is out of press.
Note for both editions, one or two chapters from the other edition will have to be copied, for they are part of the AMM-exam . For details on these chapters, await further info on the Educlass.
- Rao, V.R. & J.H.Steckel (1998) Analysis for Strategic Marketing, Reading, Mass: Addison Wesley.
- Handouts, via the Educlass.