MST-24306 Management and Marketing


Credits 6.00

Teaching methodContact hours
Individual Paper1
Group work3
Independent study0
Course coordinator(s)dr. ir. FJHM Verhees
Lecturer(s)dr. ir. FJHM Verhees
prof. dr. WA Dolfsma
Examiner(s)dr. ir. FJHM Verhees
prof. dr. WA Dolfsma

Language of instruction:


Continuation courses:

Advanced Management and Marketing.


Outline of marketing part:
- understanding 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;
- capturing marketing insights: the marketing information system; fads, trends and mega trends in the macro-environment; how to set-up marketing research; measuring marketing productivity; forecasting demand;
- connecting with customers: customer delivered value; customer relationship management; consumer buying behavior versus organizational buying behavior;
- building strong brands: target marketing and branding; positioning; competition; the product life cycle;
- creating value: product strategies; Services management; new product development; pricing strategies;
- delivering value: marketing channel management; wholesaling; retailing;
- communicating value: 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.


- self-study with self-tests and support;
- lectures;
- Bonus assignments: case studies (group) and marketing plan (individual paper);


- 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.


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.

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