Marketing Theory

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
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 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.
Uren per week	variabel
Onderwijsvorm	-interactief hoorcollege
Toetsvorm	-groepsopdracht,  -group mondeling tentamen,  -individueel mondeling tentamen,  -individuele opdracht
Vaksoort	master
Coördinator	prof. dr. J. van Doorn
Docent(en)	dr. ir. M.J. Gijsenberg ,prof. dr. J. van Doorn ,prof. dr. ir. K. van Ittersum ,prof. dr. P.C. Verhoef
Verplichte literatuur	Titel Auteur ISBN Prijs A reader of articles published in scientific journals.
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	Opleiding Jaar Periode Type Research Master in Economics and Business  (Business Research) 1 semester II b verplicht