This information sheet indicates how the course will be organized at pandemic code level yellow and green.
If the colour codes change during the academic year to orange or red, modifications are possible, for example to the teaching and evaluation methods.

Marketing management

Course Code :2104TEWMOM
Study domain:
Academic year:2020-2021
Semester:1st semester
Contact hours:75
Credits:6
Study load (hours):168
Contract restrictions: No contract restriction
Language of instruction:English
Exam period:exam in the 1st semester
Lecturer(s)Thorsten Strauss
Freya De Keyzer

3. Course contents *

  • Digital marketing foundations 
  • Marketing environment and trends
  • Consumer behavior and purchase decision process & how to influence them 
  • Business to business buying behavior & how to influence them 
  • Marketing research & how to do it
  • Segmentation, targeting, positioning 
  • Differentiation and basic strategic approaches 
  • Branding and corporate identity and their relevance in the marketing process 
  • Increasing profit from existing products via product life-cycles, portfolio optimization 
  • Increasing profit from developing new products, the methods to do so & best practice
  • Pricing strategies 
  • Communications: integrated marketing communications, direct, mass
  • Competitor analysis and how to create a competitive advantage
  • Competitive marketing strategies 
  • Managing implementation, keeping control, and aligning an organization

Plus many examples, insights, and stories from 20 years of international marketing management experience