Companies, Brands, and Consumers

Faculteit Economie en Bedrijfskunde
Jaar 2022/23
Vakcode EBM215A05
Vaknaam Companies, Brands, and Consumers
Niveau(s) master
Voertaal Engels
Periode semester I a
ECTS 5
Rooster rooster

Uitgebreide vaknaam Companies, Brands, and Consumers
Leerdoelen 1). Describe what marketing is and how marketing capabilities develop over the last decades;
2). Critically evaluate strategic orientations of companies and address the role of strategic marketing therein;
3). Understand and apply the full STP process (Segmentation-Targeting-Positioning);
4). Understand the role of Brands in the relationship between companies and consumers, and apply this in the STP process;
5). Understand and apply recent research findings on operational marketing mix decisions and their impact as part of the marketing strategy;
6). Understand how consumers make decisions and react to company- and brand- induced actions, and apply this in the process of designing the marketing mix;
7). Understand and formulate challenges and opportunities for marketing in a digitalizing world;
8). Understand how strategic marketing choices and implementation affect financial metrics, and apply dashboards to trace this impact;
9). Critically evaluate, present, and discuss in an integrative way research in the fields of strategic marketing, branding and consumer psychology as well as reflect on the own use of it;
10).Critically evaluate, present, and discuss own analyses, choices, reasoning and outcomes of an application of the acquired knowledge in a simulated hypothetical real-world setting.
Omschrijving This course focuses on strategic marketing issues a company is facing, and the role brands and consumers play in these issues.
We start with the analysis of what the role is of marketing in the company, and of what its marketing capabilities and strategic market orientation entail.
Next, we study the process of segmenting the market, targeting the consumers and positioning the company and its brands. We thereby explicitly look into the elements that shape brands, the relationship of consumers with brands and the resulting brand equity, but also analyze the impact of brand scandals.
Designing the marketing mix, in turn, asks for a thorough understanding of how consumers make decisions, providing hints at how they will react to the marketing mix decisions of the company, also in the face of an ever stronger digitalization of the world which provides additional opportunities for companies to interact with their customers.
Last, we will cover several ways in which we can evaluate the effectiveness of all the marketing-related decisions made by the company.
Uren per week
Onderwijsvorm -hoorcollege ,  -werkcollege
(Peer assessment is also part of the course assessment.)
Toetsvorm -groepsopdracht,  -individuele opdracht
(Peer assessment is also part of the course assessment.)
Vaksoort master
Coördinator prof. dr. M.J. Gijsenberg
Docent(en) Dr. S.A.E.G. Albalooshi ,prof. dr. M.J. Gijsenberg ,Dr. ir. M. Moeini Jazani
Verplichte literatuur
Titel Auteur ISBN Prijs
Selected articles from high-ranked scientific journals in the fields of Marketing (management), Branding, and Consumer Psychology.
Entreevoorwaarden There are no formal pre-requisites for this course. However, students are expected to have basic knowledge and understanding of business theory in general, and marketing theory in particular.
You are not allowed to take this course in combination with Brand and Product Management, Consumer Psychology, or Strategic Marketing, because of too much overlap.
Opmerkingen Secretary Marketing (B. Wever): phone +31(0)50 3637065, e-mail
marketing.edcuation@rug.nl, room 5411-0334.
Opgenomen in
Opleiding Jaar Periode Type
MSc Marketing  (basisprogramma Marketing Analytics and Data Science (MADS)) 1 semester I a verplicht