Strategic Marketing

Faculteit Economie en Bedrijfskunde
Jaar 2022/23
Vakcode EBM081C05
Vaknaam Strategic Marketing
Niveau(s) master
Voertaal Engels
Periode semester I a (en semester II a)
ECTS 5
Rooster rooster

Uitgebreide vaknaam Strategic Marketing
Leerdoelen Upon completion of the course the student is able to:
1. Understand and apply the strategic marketing analysis process, thereby analyzing integrating internal and external factors;
2. Formulate and implement strategic options based on a profound strategic analysis;
3. Understand and formulate challenges and opportunities for marketing in a digitalizing world;
4. Understand the role of marketing in the firm and in its strategic decision making; understanding how the marketing interacts with other functions in the company;
5. Understand and apply the full STP process (Segmentation-Targetting-Positioning);
6. Understand and apply recent research findings on operational marketing mix decisions and their impact as part of the marketing strategy;
7. Understand how strategic marketing choices and implementation affect marketing metrics and how these are in turn linked to firm metrics;
8. Critically evaluate, present, and discuss research in the field of strategic marketing management and use relevant insights for developing marketing strategies as well as reflect on the own use of it;
9. Critically evaluate, present, and discuss own analyses, choices, reasoning and outcomes of an applications of the acquired knowledge in a simulated real-life setting.
Omschrijving The course will concentrate on strategic marketing issues. In particular, we will practice the links between marketing strategy, marketing plans, marketing budgets, sustainable profitability, and shareholder value. Additionally, we will develop further knowledge in the field of value-based marketing and, hence, on the linkage between marketing and finance. You will be exposed to managerial situations in which data constitute a critical input by applying your knowledge in a market simulation game. The objective of the simulation is to put into practice the concepts related to the marketing mix and marketing strategy in a risk-free environment.
Uren per week 4
Onderwijsvorm -computer practicum,  -hoorcollege
Toetsvorm -actieve deelname,  -computer test/wekelijkse quiz
(Peer assessment is also part of the course assessment)
Vaksoort master
Coördinator M.R. Padigar, PhD.
Verplichte literatuur
Titel Auteur ISBN Prijs
Relevant scientific articles from journals Various
Entreevoorwaarden Students have completed a(n) (International) Business and/or Economics Bachelor and have basic knowledge on marketing theory and marketing research techniques.
Opmerkingen Secretary Marketing (B. Wever), 5411-0334, +31 (0)50 3637065, marketing.education@rug.nl
Opgenomen in
Opleiding Jaar Periode Type
MSc Marketing  (basisprogramma Marketing Management) 1 semester I a verplicht
Wordt meerdere malen per jaar aangeboden 1 semester II a verplicht