About this course
Outline of marketing part:
- understanding marketing management: the marketing concept and holistic marketing; needs, wants and demand; the marketing mix; market oriented strategic planning processes: corporate planning, business unit strategic planning and the marketing plan;
- capturing marketing insights: the marketing information system; fads, trends and mega trends in the macro-environment; how to set-up marketing research; measuring marketing productivity; forecasting demand;
- connecting with customers: customer delivered value; customer relationship management; consumer buying behavior versus organizational buying behavior;
- building strong brands: target marketing and branding; positioning; competition; the product life cycle;
- creating value: product strategies; Services management; new product development; pricing strategies;
- delivering value: marketing channel management; wholesaling; retailing;
- communicating value: integrated marketing communications; advertising, sales promotion, events and experiences, public relations and publicity, direct and interactive marketing, word-of-mouth marketing, and personal selling.
Outline of management part:
- management and the environment (planning): defining company and environment, external environment components, PESTEL, environmental uncertainty, Porters Five Forces, stakeholder management, basic quantitative decision making tools.
- organizational decision-making & change (planning): how do managers make decisions; different types of decisions; group decision-making; why and how do managers plan; strategic management. Sources of organisational change and handling resistance
- innovation & individual and group creativity: the need to innovate; types of innovation; the role of creativity for individuals and groups
- entrepreneurship & Intrapreneurship: what is entrepreneurship and how do we manage new ventures; corporate venturing and the entrepreneurial organisation
- internal organization, human resource management (HRM) and work groups/teams (organizing): key elements in organizational design; traditional and new organizational structures; human resource management; selecting, retaining and developing human resources; group development; groups vs. teams; team effectiveness and member roles.
- individual behavior, motivation & culture: key issues in organizational behavior; personalities, attitudes and perceptions; traditional and modern theories of motivation; monetary and non-monetary incentives. Organisational culture.
- leadership and communication (leading): leadership styles; leadership theories; importance of emotional intelligence and trust for leadership; processes, channels and barriers to effective communication.
- controlling and operations management (controlling): natu
Learning outcomes
Explain key concepts and mainstream theories in management and marketing
Recognize the use of marketing and management concepts and theories in a business environment and daily life
Apply marketing and management concepts and theories to management and marketing tasks
Demonstrate that management and marketing are strongly related, but entail different theories and practices
Assessment method
- Written test with closed questions (100%) Questions about: Management (50)% and Marketing (50%). Each component (management and marketing) requires a minimum mark of 4.5 on the written exam for a final pass of the course. A bonus arrangement applies. Including bonuses an overall mark of 5.5 is required to pass.
Resources
- Philip Kotler, Kevin Lane Keller & Alexander Chernev (2022). Marketing management. Global edition, 16th ed. Pearson. Robbins, S.P., Coulter, M. & DeCenzo, D.A. (2017) Fundamentals of Management (11th Global Edition). London: Pearson.
Additional information
- Contact a coordinator
course
6 ECTS
- Levelbachelor
- Mode of instructionon campus
If anything remains unclear, please check the FAQ of Wageningen University.
Starting dates
These offerings are valid for students of TU Eindhoven