MST-24306 Management and Marketing

Course

Credits 6.00

Language of instruction:

English

Continuation courses:

Advanced Management and Marketing.

Contents:

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.

Activities:

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

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.