Marketing for E&BE

Uitgebreide vaknaam	Marketing for E&BE
Leerdoelen	Upon completion of the course the student is able to: 1. Describe the terms and concepts used in marketing. 2. Describe the different steps in the marketing (planning) process. 3. Discuss the key words in a customer oriented marketing strategy. 4. Explain the customer decision process. 5. Explain the effect of the external environment on marketing strategy. 6. Explain the steps in STP-strategy (Segmentation-Targeting-Positioning). 7. Describe the marketing mix instruments. 8. Explain how international marketing differs from domestic marketing. 9. Use theories in the book and other relevant information to solve real-life cases. 10. Communicate the solutions for the real-life cases in writing a clear and concise report. 11. Read, discuss and present articles from scientific journals.
Omschrijving	Marketing is an important functional area in organizations. The marketing philosophy can be described as a management orientation which focuses on the needs of customers, given the organizational goals and the mission. Marketing activities are goal-oriented activities aimed at maintaining and/or building relationships with stakeholders in the external environment. This course aims to develop an understanding of the marketing environment, marketing strategy, and the marketing mix. Specific topics include the marketing orientation; the macro- and micro-environments; segmentation, targeting and positioning; the marketing mix; and the international aspects of these topics. The primary objective of this class is to introduce the concepts, theories, and strategies in marketing.
Uren per week	5
Onderwijsvorm	-gastcollege ,  -hoorcollege ,  -werkcollege (2 hour lecture, 2 hour tutorial, 1 hour Question&Answer session)
Toetsvorm	-actieve deelname,  -groepsopdracht,  -groepspresentatie,  -schriftelijk tentamen (open en mc vragen),  -tussentijds tentamen (open en mc vragen) (Group assignment, group presentation, participation)
Vaksoort	propedeuse
Coördinator	O.K. Lundahl
Docent(en)	dr. J. Berger ,MSc. J. Holthöwer , O.K. Lundahl ,MSc. Z. Mlakar ,prof. dr. ir. K. van Ittersum ,dr. A.E. Vomberg
Verplichte literatuur	Titel Auteur ISBN Prijs Relevant articles from academic journals To be announced in the course manual Principles of Marketing, Global Edition, 18th edition Armstrong, Gary, Philip Kotler 9781292341132 ca. €  69,95
Entreevoorwaarden	Admittance to the BSc E&BE. Depending on e.g. capacity, other students may be allowed to participate in some or all course activities. (To be decided by the Programme Director)
Opmerkingen	Secretary: Bertina Wever (b.wever@rug.nl), 5411.0334 This course is also open for a max of 10 exchange students.
Opgenomen in	Opleiding Jaar Periode Type BSc Economics and Business Economics/E&BE  (basisprogramma BSc E&BE) 1 semester II a verplicht