Management and Marketing

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

• 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

• Written test with closed questions (70%) 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.
• Assignment other (30%)

• 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.