Strategic marketing (2878)
  
Coordinating lecturer :Prof. dr. Sara LEROI-WERELDS 

Language of instruction : English
Credits: 3,0
  
Period: semester 1 (3sp)
  
2nd Chance Exam1: Yes
  
Final grade2: Numerical
 
Exam contract: not possible
 
Sequentiality
 
   No sequentiality

Prerequisites

The student understands what segmenting – targeting – positioning means and can explain these concepts based on a specific organisation.

The student understands what the marketingmix means and can explain it based on a specific organisation.


Content

This concerns a transition curriculum. No contact sessions are provided. The student is only required to participate in the evaluation.

In this course, we focus on marketing topics that are crucial for the strategy of a firm:

  • Customer centricity
  • The value triangle: value for customer, firm and society
  • Creating Shared Value
  • A service lens on value creation (service-dominant logic; service logic)
  • Job-to-be-done
  • Strategic/competitive advantage
  • Customer Relationship Management

We use real-life cases to elaborate on each topic. Furthermore, students learn how to write a management report and give strategic advice to a company.


Organisational and teaching methods
Organisational methods  
Lecture ✔  
Response lecture ✔  
Small group session ✔  


Evaluation

Semester 1 (3,00sp)

Evaluation method
Written exam100 %
Closed-book ✔
Case study✔
Multiple-choice questions✔
Open questions✔

Second examination period

Evaluation second examination opportunity different from first examination opprt
No
 

Compulsory course material
 

The compulsory course material consists of a selection of scholarly articles and case studies. These will be posted on Blackboard.
 

Remarks
 

This concerns a transition curriculum. No contact sessions are provided. The student is only required to participate in the evaluation.


Learning outcomes
  EC = learning outcomes      DC = partial outcomes      BC = evaluation criteria  
Offered inTolerance3
2nd Master of Business and Information Systems Engineering minor Marketing Intelligence J
2nd Master of Business Engineering - Marketing Intelligence J
2nd Master of Business Engineering option MI J
Exchange Programme Business Economics J
Master Business Economics - minor Marketing J
Master of Management International Marketing Strategy J
Master of Teaching in Economics cluster marketing J
master TEW-MAR J



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.