Courses Exchange Display 2016-2017

Course Description To PDF
Course title Value-Based Marketing
Course code EBC4082
ECTS credits 6,5
Assessment Whole/Half Grades
Period
Period Start End Mon Tue Wed Thu Fri
4 6-2-2017 7-4-2017 X/E X/E
Level Advanced
Coordinator Elisabeth Brüggen
For more information: e.bruggen@maastrichtuniversity.nl
Language of instruction English
Goals
Customers buy value propositions, not products, services or features. They buy from the company that trustworthily promises the most value. And they buy what is in their best interest. This realization has substantial consequences for the marketing strategy of companies. The focus is no longer on marketing a product or service, but rather on crafting an outstanding value proposition for a relevant and profitable market segment. Using several levers such as price or sales control management, firms can ensure that value created for customers pays off to the firm.
Description
This course elaborates on the steps of value-based marketing in business-to-consumer as well as business-to-business settings. The first half of the course is dedicated to introducing you to different strategies and tactics marketers can use to create value for (and with) customers. In particular, we will focus on two crucial value creation levers: employees (e.g., salespeople) and segmentation combined with solution selling. In the second part of the course we focus on how firms can ensure that they reap the (financial) benefits for their value creation efforts. In particular, we focus on pricing, which tends to be the least taught of marketing’s 4Ps despite its tremendous implications for firms’ bottom lines. In particular, we will examine the psychology of price as well as organizational issues in managing prices. Eventually, best value for customers yields best value for a firm's shareholders.

In this course, you learn how to set up value-based marketing strategies to target customers across markets. You develop an analytical framework to assess value-based marketing and pricing strategies as well as expand your capabilities of assessing and designing these strategies in a real-life managerial context. Complementary, you develop a wide range of skills to analyse marketing practice in a real-life case competition.

Literature
State-of-the art literature published in the leading marketing journals. A detailed literature list will be available online (Eleum).
Prerequisites
All students who are admitted to the Master of Science in International Business can follow this course.
This course assumes intermediate knowledge of marketing strategy and customer behaviour.
Teaching methods (indicative; course manual is definitive) PBL / Presentation / Lecture / Assignment / Groupwork
Assessment methods (indicative; course manual is definitive) Final Paper / Participation / Written Exam
Evaluation in previous academic year For the complete evaluation of this course please click "here"
This course belongs to the following programmes / specialisations
Master Business Research IB Electives
Master Business Research Track OR IB Electives
Master Human Decision Science Electives
Master International Business Track Accountancy Electives
Master International Business Track Controlling Electives
Master International Business Track Entrepreneurship Electives
Master International Business Track Entrepreneurship Entrepreneurship
Master International Business Track Finance Electives
Master International Business Track Organisation Electives
Master International Business Track Strategic Marketing Strategic Marketing
Master International Business Track Strategy and Innovation Electives
Master International Business Track Sustainable Finance Electives
SBE Exchange Master Master Exchange Courses
SBE Non Degree Courses Master Courses