MST-21306 Advanced Management and Marketing


Credits 6.00

Teaching methodContact hours
Problem-based learning5
Course coordinator(s)dr. EFM Wubben
Lecturer(s)dr. EFM Wubben
dr. ir. FJHM Verhees
dr. ir. BM Schober
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:

- 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.


- Johnson, G, K. Scholes & R. Whittington (2009) Fundamentals of strategy, London; UK: Pearson/Prentice Hall, ISBN: 9780273713104 (May be substituted by Johnson, G.,K.Scholes & R. Whittington (2008) Exploring Corporate Strategy, 8th edition, London; UK: Pearson/Prentice Hall, + ch.10 from previous book) - Lehmann, D.R. and R.S. Winer (2008), Analysis for Marketing Planning, 7th ed., Burr Ridge, IL: Irwin. ISBN: 9780071263634
- plus 2 chs. from related books.

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