MST-21306 Advanced Management and Marketing

Course

Credits 6.00

Language of instruction:

English

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:

Advanced Business Research; Selected themes Marketing; Advanced Supply Chain Management; Technology, Innovation and Strategy, Biobased Business (MSc).

Contents:

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 stakeholders, resources, markets, and customers;
- be able to logically develop (marketing) strategy (forecasting), at different levels of analysis (PMC, Business Unit, Corporate, International);
- 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 business, corporate, innovation and international strategies;
- analyse marketing plans for (new) products, brands and markets;
- use cluster analysis, factor analysis, and conjoint analysis to guide marketing strategies;
- use strategy concepts, considering the business environment;
- explain and access strategic positioning of companies;
- recall fundamental concepts, tools and elements of management and marketing.

Activities:

Lectures, practicals, self study and groupwork platforms.

Examination:

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

Literature:

Johnson, Whittington, Scholes, Angwin & Regnér (2017) Fundamentals of Strategy Pearson Higher Education, 4th ed. ISBN 978-1-292-20906-7
Iacobucci, D. (2016) Marketing Models: Multivariate Statistics and Marketing Analytics, 4th ed. ISBN: 9781539926108