Marketing Theory
Faculteit | Economie en Bedrijfskunde |
Jaar | 2021/22 |
Vakcode | EBM894A05 |
Vaknaam | Marketing Theory |
Niveau(s) | master |
Voertaal | Engels |
Periode | semester II b |
ECTS | 5 |
Rooster | rooster |
Uitgebreide vaknaam | Marketing Theory | ||||||||
Leerdoelen | Upon completion of the course, the student is able to 1. discuss extant research on marketing strategy 2. explain the role of marketing and market orientation within the firm and its consequences 3. discuss important theories within marketing strategy 4. describe the relevance and substantive issues surrounding customer relationship management (i.e. CLV, customer satisfaction, customer experience) 5. discuss the role of social networks in customer behavior 6. discuss extant theory on branding and brand management 7. reflect on the behavioral theories explaining specific brand phenomena 8. understand the effects of marketing mix decisions on marketing performance 9. discuss the concept of consumer well-being 10. describe specific psychological theories explaining consumer decisions with regard to consumer well-being 11. discuss how strategic sustainable marketing decisions affect consumer behavior and firms |
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Omschrijving | This course provides the student with in-depth scientific theoretical knowledge on several topics in Marketing, such as marketing strategy, customer value management, customer experience management, marketing mix effectiveness, and branding. In this course, students will also get an understanding about the role of new technology and new digital marketing channels and how marketing affects consumer well-being. While the main objective of this course is to provide the student with state-of-the art knowledge on the discussed marketing topics, students will also get acquainted with several research approaches within marketing, learn to review marketing articles, and understand the publishing policy of top (marketing) journals. Please note: The grade of this course will be solely based on individual and group assignments, there is no exam. |
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Uren per week | variabel | ||||||||
Onderwijsvorm | -interactief hoorcollege | ||||||||
Toetsvorm | -groep mondeling tentamen, -groepsopdracht, -individueel mondeling tentamen, -individuele opdracht | ||||||||
Vaksoort | master | ||||||||
Coördinator | prof. dr. J. van Doorn | ||||||||
Docent(en) | dr. E. de Haan ,prof. dr. M.J. Gijsenberg ,prof. dr. J. van Doorn ,prof. dr. ir. K. van Ittersum | ||||||||
Verplichte literatuur |
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Entreevoorwaarden | For students in the Research Master in Economics & Business with an interest in marketing. | ||||||||
Opmerkingen | This course can only be taken by Research Master students. | ||||||||
Opgenomen in |
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