Marketing Theory

Faculteit Economie en Bedrijfskunde
Jaar 2018/19
Vakcode EBM894A05
Vaknaam Marketing Theory
Niveau(s) master
Voertaal Engels
Periode semester II b
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
Omschrijving The course deals with the following topics:
Doing research in marketing: an overview;

Recent developments in marketing thinking and role of marketing within firms; Return on marketing and marketing performance: Linking marketing efforts to business performance; Customer relationship management: Modeling customer behavior, customer lifetime value,; Innovation, adoption and diffusion of innovations, social networks; Competitive strategies and competitive reactions; Topics in retailing; Brand management and branding strategies; Sustainable consumption behavior and sustainable marketing strategies.
Uren per week variabel
Onderwijsvorm bijeenkomst(en), gecombineerde hoor-/werkcolleges, opdracht(en), workshop(s)
Toetsvorm opdracht(en), paper
Vaksoort master
Coördinator prof. dr. P.C. Verhoef
Docent(en) dr. ir. M.J. Gijsenberg ,dr. J. van Doorn ,prof. dr. ir. K. van Ittersum
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. This course is a joint course with University of Münster.
Opgenomen in
Opleiding Jaar Periode Type
Research Master in Economics and Business  (Business Research) 1 semester II b verplicht