Marketing for E&BE

Faculteit Economie en Bedrijfskunde
Jaar 2018/19
Vakcode EBP033A05
Vaknaam Marketing for E&BE
Niveau(s) propedeuse, uitwisseling
Voertaal Engels
Periode semester II a
ECTS 5
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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.
E&BE students only:
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 meso-environments; segmentation, targeting and positioning; and the marketing mix.
The primary objective of this class is to introduce the concepts, theories, and strategies in marketing.
Uren per week 5
Onderwijsvorm hoor- en werkcolleges
(E&BE students only: 2 hour lecture, 2 hour tutorial, 1 hour Question&Answer session. Other students follow the course extensively (no tutorials, group assignments and group presentation).)
Toetsvorm opdracht(en), schriftelijk tentamen met meerkeuzevragen, schriftelijk tentamen met open vragen
(Group assignment, group presentation, participation)
Vaksoort propedeuse
Coördinator drs. J.W.E.G. Fleischeuer
Docent(en) S.A.E.G. Albalooshi, PhD. ,dr. J. Berger , M. Drijfhout ,drs. J.W.E.G. Fleischeuer , J.A. Koch, MSc. , M.T. van der Heide ,prof. dr. ir. K. van Ittersum ,prof. dr. P.C. Verhoef ,dr. J.A. Voerman
Verplichte literatuur
Titel Auteur ISBN Prijs
Principles of Marketing, Global Edition, 17th edition Armstrong, Gary, and Philip Kotler 9781292220178 €  69,95
Relevant articles from academic journals To be announced in the course manual
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 Coordinator: Jos Fleischeuer (jos.fleischeuer@rug.nl).
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
BSc Industrial Engineering and Management 2 semester II a verplicht