MST-24306 Management and Marketing

Course

Credits 6.00

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;
-Outline of marketing part:
- basic concepts: marketing management; the marketing concept and holistic marketing; needs, wants and demand; 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; forecasting demand;
- analyzing markets: customer delivered value; customer relationship management; consumer buying behavior versus organizational buying behavior;
- target marketing and branding;
- positioning; competition; the product life cycle;
- product strategies; Services management;
- pricing strategies; Marketing channel management; wholesaling; retailing;
- integrated marketing communications: advertising, sales promotion, events and experiences, public relations and publicity, direct and interactive marketing, word-of-mouth marketing, and personal selling.
Outline of management part:
- understanding managers and management: who are managers and what do they do; management theory in historical perspective;
- the environment: competition; diversity; organizational culture; globalization; cross-cultural management; ethical behavior;
- planning: how do managers make decisions; different types of decisions; group decision-making; why do managers need to plan; how do managers plan; strategic management;
- organizing: key elements in organizational design; traditional and new organizational structures; human resource management; selecting, retaining and developing human resources;
- individuals and groups: key issues in organizational behavior; attitudes and perceptions; personalities; learning theories; group development and group behavior; from groups to teams - motivation: traditional and modern theories of motivation; monetary and non-monetary incentives; entrepreneurship;
- leadership and communication: leadership styles; leadership theories; importance of trust and reputation; effective communication processes; communication technology;
- control and operations management: what is control and why is it important; the control process; control systems; operations management essentials; value chain management.

Learning outcomes:

After successful completion of this course students are expected to be able to:
- explain key concepts and mainstream theories in management and marketing;
- recognize the use of marketing and management concepts and theories in a business environment and daily life;
- apply marketing and management concepts and theories to management and marketing tasks;
- demonstrate that management and marketing are strongly related, but entail different theories and practices.

Activities:

- lectures;
- self-study with self-tests;
- group assignments and individual paper;
- case study assignments;
- self-study with support.

Examination:

- written exam marketing (50%);
- written exam management (50)%.
Each component requires a minimum of 4.5 to pass.
A bonus arrangement applies. Including bonuses an overall mark of 5.5 is required to pass.

Literature:

Philip Kotler, Kevin Lane Keller (2016). Marketing management. Global edition, 15th ed. Pearson.
Stephen Robbins, David De Cenzo, Mary Coulter (2014). Fundamentals of Management: Global Edition, 9/E. Pearson.