Students who take this course will increase their knowledge of marketing, its effect on consumer behavior and its role in creating long-term value. The course will introduce important concepts, frameworks and methods for marketing decision-making. A focus will be on managing customer relationships with the help of targeted promotions and data collected through digital technologies.
Objective
After taking the class, students will be able to
1) Define what marketing is and describe its role at different stages of the value chain 2) Apply psychological theories to analyze behavior (e.g., purchase behavior) and identify the needs of (prospective) customers in consumer and business markets 3) Design elements of the marketing mix—e.g., develop new products and set prices—in a way that creates long-term value 4) Create an effective and efficient marketing mix that attracts and engages customers, e.g., by running targeted promotions 5) Use quantitative methods and customer data to manage relationships with customers
Content
The class will center on the importance of marketing as an activity that creates long-term value for the benefit of organizations and their customers. It will teach concepts, frameworks and methods for marketing decision making.
The structure of the course will roughly follow the different steps of the value chain, i.e., the set of activities necessary for offering valuable products to customers. First, it will introduce students to psychological theories that help explain behavior, e.g., purchase behavior. It will also familiarize students with different methods from marketing research, which can be used to identify the needs of customers. Next, the course will look at the role of the marketing mix in satisfying customer needs. For example, the class will cover new product development and pricing. A focus will be on managing profitable, long-term relationships with customers. To this end, students will gain in-depth knowledge on the use of targeted promotions and marketing data to (1) attract, (2) convert and engage and (3) retain customers.
The course is designed to be “hands-on”, with opportunities to apply skills on business cases involving real-world marketing data. It will feature guest lectures from industry experts. The class might be taught in an in-person, remote or in a hybrid format.
Literature
Kotler, Philip and Gary Amstrong (2021). Principles of Marketing (18th Global Edition), Pearson. ISBN-13: 9781292341132.
The course might comprise mandatory and supplemental reading material. Other literature may be assigned in class.
Competencies
Subject-specific Competencies
Concepts and Theories
assessed
Techniques and Technologies
assessed
Method-specific Competencies
Analytical Competencies
assessed
Decision-making
assessed
Media and Digital Technologies
assessed
Problem-solving
assessed
Project Management
fostered
Social Competencies
Communication
fostered
Cooperation and Teamwork
fostered
Leadership and Responsibility
fostered
Self-presentation and Social Influence
fostered
Negotiation
fostered
Personal Competencies
Creative Thinking
fostered
Critical Thinking
fostered
Self-direction and Self-management
fostered
Performance assessment
Performance assessment information (valid until the course unit is held again)
A repetition date will be offered in the first two weeks of the semester immediately consecutive.
Mode of examination
written 60 minutes
Additional information on mode of examination
The end-of-semester exam accounts for 50 percent of the final grade. During the semester, students will participate in a compulsory continuous performance assessment. The compulsory continuous performance assessment may consist of a project or business case that students solve individually or in groups. It is graded and accounts for 50 percent of the final grade.
Written aids
None
Online examination
The examination may take place on the computer.
Learning materials
No public learning materials available.
Only public learning materials are listed.
Groups
No information on groups available.
Restrictions
There are no additional restrictions for the registration.