MST-24306 Introduction Business Management and Marketing

Course

Credits 6.00

Teaching methodContact hours
Lectures18
Learning supported by IT12
Problem-based learning18
Self-study
Course coordinator(s)dr. ir. FJHM Verhees
Lecturer(s)dr. WJJ Bijman
dr. ir. FJHM Verhees
Examiner(s)dr. WJJ Bijman
dr. ir. FJHM Verhees

Language of instruction:

English

Continuation courses:

Advanced Management and Marketing

Contents:

Outline of marketing part:
- basic concepts in marketing: marketing management; the marketing concept and holistic marketing; exchange; needs, wants and demands; and the marketing mix;
- market oriented strategic planning processes: corporate planning, business unit strategic planning and the marketing plan;
- the marketing information system: fads, trends and mega trends in the macro-environment; how to set-up marketing research; measuring marketing productivity; and forecasting demand;
- analyzing markets: customer delivered value, customer relationship management, and consumer behavior versus organizational buying behavior;
- target marketing, competition, and branding;
- the product life cycle, product and services management;
- pricing, marketing channel management, wholesaling and retailing;
- integrated marketing communications: advertising, sales promotions, events, public relations, personal communications, direct marketing and personal selling.
Outline of management part:
- understanding managers: what do they do, how do they look like; management theory in historical perspective; ethical behavior and corporate social responsibility;
- the environment: competition; diversity; organizational culture; globalization; cross-cultural management; entrepreneurship; and different forms of businesses;
- planning: how do managers use information and information technology; the process of decision-making; types of plans, and planning tools;
- strategic management and innovation: strategies used by organizations; strategy formulation and implementation; innovation in organizations; managing planned change;
- organizing: traditional and new organizational structures; organizational design; human resource management;
- leading and motivating: the nature of leadership; leadership traits and behavior; motivation theory and practice; individual behavior: perceptions, personality, attitude;
- teams: how do teams work; the increasing importance of teams; decision-making in teams; communication, conflict resolution, and negotiation;
- control and operations management: why control; the control process; control systems; operations management essentials; total quality management.

Learning outcomes:

- describe basic concepts in management and marketing;
- explain basic theories in management and marketing;
- recognize and understand the use of marketing and management concepts and theories in business' management and marketing practice.

Activities:

Lectures, case analysis, case study assignments from eduweb, self study with support from eduweb.

Examination:

Written exam.

Literature:

Schermerhorn, Management. Wiley and Sons, 9th ed., 2008.
Kotler, P. and K.L. Keller, Marketing Management, Prentice Hall, 12th ed. 2006.

ProgrammePhaseSpecializationPeriod
Compulsory for: BBCManagement and Consumer StudiesBSc2AF
Restricted Optional for: BFTFood TechnologyBSc2AF
MinorPeriod
Compulsory for: WUABMBSc Minor Agricultural Business Management2AF
WUINEBSc Minor Innovation and Entrepreneurship2AF
WUSCMBSc Minor Supply Chain Management2AF