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. AA Trujillo Barrera
Examiner(s)dr. EFM Wubben
dr. ir. FJHM Verhees

Language of instruction:


Assumed knowledge on:

BEC-10306 Introduction to Business Economics; MCB-20806 Principles of Consumer Studies; MST-24306 Management and Marketing; YSS-20306 Quantitative and Qualitative Research Techniques in the Social Sciences / MAT-22306 Quantitative Research Methodology and Statistics.

Continuation courses:

Case Studies Management; Selected themes in Marketing; Advanced 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. Formally, the following aims of the course have been formulated:
- be able to assess complex firm strategy and marketing problems by selecting and applying the relevant concepts and methods to markets, capabilities, and customers;
- be able to logically develop (marketing) strategy (forecasting), at different levels of analysis (PMC, BU, corporate, international, innovation);
- be able to assess the implementation trajectory of the chosen strategies;
- be able to understand, report and reflect on the provided concepts and models.

Learning outcomes:

The learning is in the cognitive domain, encompassing all known levels of complexity. After successful completion of this course students are expected to be able to:
- judge the value of management and marketing models for, resp. strategic and marketing decision-making;
- analyse strategic options for bu's, corporate, innovation and international strategies;
- analyse marketing plans for (new) products, brands and markets;
- use cluster analyses for market segmentation;
- use factor analysis and multidimensional scaling for positioning;
- use conjoint analyses for new product design, branding and pricing;
- use strategy concepts, considering the business environment;
- explain strategic positioning of companies;
- recall fundamental concepts, tools and elements of management and marketing.


- lectures;
- case assignments for teams;
- management game;
- literature questions;
- self-study;
- self-test.


Written open and MC-questions, closed book exam, with a marketing part and a management part.


Johnson, Whittington, Scholes, Regnér & Angwin. (2015). Fundamentals of Strategy Pearson Higher Education, 3rd ed. ISBN 9781292017211 Estimated Availability: 15 November 2014.
Iacobucci, D. (2013). Marketing Models: Multivariate Statistics and Marketing Analytics, International Edition, outh-Western. ISBN 9781133588108.

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
MGIGeo-Information ScienceMSc3WD
MFQFood Quality ManagementMSc3WD
Restricted Optional for: WUABMBSc Minor Agricultural Business Management3WD