Marketing Theory

Faculteit Economie en Bedrijfskunde
Jaar 2017/18
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. describe marketing strategy as an important field of research in marketing.
2. explain the role of marketing within the firm and its' consequences.
4. describe the relevance and substantive issues surrounding customer value management.
5. set up models to measure customer life time value and customer equity.
6. critically reflect on research on customer satisfaction and its consequences.
7. explain the important consequences of new channels and media on customer behavior.
8.critically reflect on research on the role of social networks in marketing.
9. Critically reflect on important issues surrounding brand management.
10. develop knowledge on sustainable consumption behavior
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
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. H. Risselada ,dr. J. van Doorn ,prof. dr. P.C. Verhoef
Verplichte literatuur
Titel Auteur ISBN Prijs
A reader of articles published in scientific journals.
Entreevoorwaarden
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