| Language of instruction : English |
| Credits: 3,0 | | | | Period: semester 1 (3sp)  | | | | | 2nd Chance Exam1: Yes | | | | | Final grade2: Numerical |
| | | Exam contract: not possible |
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Sequentiality
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No sequentiality
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You have a sound understanding of marketing strategy, with a focus on value-based marketing and STP. You have a basic knowledge of consumer decision making. You are able to understand and interpret the outcomes of statistical analyses, including (basic) multiple regression, (basic) structural equation modelling (SEM or PLS) and the outcomes of (basic) experimental studies.
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This concerns a transition curriculum. No contact sessions are provided. The student is only required to participate in the evaluation.
Given the limited scope of this course, we zoom into the unique question of global marketing: should we standardize or adapt a market offering to customers across borders? And in case adaptation is required, how should this be done at the level of strategic and tactic marketing decisions?
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Semester 1 (3,00sp) Second examination period
| Evaluation second examination opportunity different from first examination opprt | |
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| Compulsory course material |
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A bundle of articles will be provided through Blackboard |
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| Remarks |
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This concerns a transition curriculum. No contact sessions are provided. The student is only required to participate in the evaluation. |
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Learning outcomes | | EC = learning outcomes DC = partial outcomes BC = evaluation criteria |
| Offered in | Tolerance3 |
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2nd Master of Business Engineering - Marketing Intelligence
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J
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master TEW-MAR
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J
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1 Education, Examination and Legal Position Regulations art.12.2, section 2. |
| 2 Education, Examination and Legal Position Regulations art.15.1, section 3. |
3 Education, Examination and Legal Position Regulations art.16.9, section 2.
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