MST-24306 Introduction Business Management and Marketing
Course
Credits 6.00
Teaching method | Contact hours |
Lectures | 18 |
Learning supported by IT | 12 |
Problem-based learning | 18 |
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.
Programme | Phase | Specialization | Period | ||
---|---|---|---|---|---|
Compulsory for: | BBC | Management and Consumer Studies | BSc | 2AF | |
Restricted Optional for: | BFT | Food Technology | BSc | 2AF |
Minor | Period | ||
---|---|---|---|
Compulsory for: | WUABM | BSc Minor Agricultural Business Management | 2AF |
WUINE | BSc Minor Innovation and Entrepreneurship | 2AF | |
WUSCM | BSc Minor Supply Chain Management | 2AF |