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| Detailed information |
| Pre-requisites |
(*)KS Marketing Management
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| Original study plan |
Master's programme Management 2020W |
| Objectives |
This course aims to:
- Introduce a range of marketing management issues pertinent to understanding how different elements of a business fit together to create a coherent organisation and an effective marketing strategy.
- Equip students with a sound understanding of the process of implementing sets of marketing instruments.
- Provide students with a rigorous foundation and tools for analysis and understanding the core decisions that have to be made in marketing.
- Enable students to integrate theoretical concepts and models in strategy and marketing with practical application to business situations.
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| Subject |
Indicative content in the context of managing marketing instruments in a digital environment includes:
- Locating Marketing within the general management of an organisation, e.g. development of the marketing understanding and linking marketing to other business functions
- Understanding markets and customers, e.g. markets, consumer behaviour and segmentation
- Creating value propositions, e.g. products and services
- Price decisions, e.g. willingness to pay, price demand functions and price elasticity
- Sales and channel decisions, e.g. sales entities, multichannel management and channel integration
- Communication decisions, e.g. communicating superior value and communication channels
- Process and customer contact point decisions, e.g. customer participation, process management, capacity and demand management
- Relationship Marketing, e.g. customer satisfaction and loyalty, complaint and recovery management
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| Criteria for evaluation |
Group coursework (100%)
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| Methods |
The learning and teaching strategy is designed to develop knowledge and understanding in both theoretical and practical perspectives.
In addition to self-directed learning, the teaching and learning methods include formal lecture and (mostly) tutorials.
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| Language |
English and French |
| Study material |
To be announced
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| Changing subject? |
No |
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