Courses NonDegree Display 2019-2020

Course Description To PDF
Course title Shareholder Value & Market Based Assets
Course code EBC4126
ECTS credits 6,5
Assessment Whole/Half Grades
Period
Period Start End Mon Tue Wed Thu Fri
1 2-9-2019 25-10-2019 X X
Level Advanced
Coordinator Peiran Jiao
For more information: p.jiao@maastrichtuniversity.nl
Language of instruction English
Goals
The purpose of this course is to provide an understanding of how marketing activities, such as branding, promotion, channel contracting strategies can contribute to the creation of shareholder value.
Description
Marketing has traditionally focused on activities that enhance customer satisfaction and increase market share. In this course we view marketing activities as market based assets that directly influence the expected returns and the volatility in these returns. Understanding the relationship between marketing activities and expected return and volatility in return, will allow students to understand the link between marketing and financial performance. This course will also briefly discuss the implications of machine learning and fintech in the marketing-finance interface.
Literature
Srivastava, R.K., T.A. Shervani and L. Fahey (1998), “Market Based-Assets and Shareholder Value: A Framework for Analysis, Journal of Marketing Vol 62 (January): 2-18.
Gruca, T.S. and L.L. Rego (2005), “Customer Satisfaction, Cash Flow, and Shareholder Value,” Journal of Marketing, vol 69 (July): 115-130.
Rust, R.T., T. Ambler, G.S. Carpenter, V. Kumar and R.K. Srivastava (2004), “Measuring Marketing Productivity: Current Knowledge and future Directions,” Journal of Marketing vol 68 (October), 76-89.
Fornell, C., S. Mithas, F. V. Morgeson III and M.S. Krishan (2006), “Customer Satisfaction and Stock Prices: High Returns, Low Risk,” Journal of Marketing vol 70 (January), 3-14.
Luo, X. and N. Donthu (2006), “Marketing’s Credibility: A Longitudinal Investigation of Marketing Communication Productivity and Shareholder Value,” Journal of Marketing vol 70 (October), 70-91.
Lovett, M.J. and J.B. MacDonald (2005), “How Does Financial Performance Affect Marketing? Studying the Marketing-Finance Relationship From a dynamic Perspective,” Journal of the Academy of Marketing Science 33 (4): 476-485

State-of-the art literature published in the leading marketing journals. A detailed literature list will be available online (Eleum) at the section course material / group meetings.
Prerequisites
Courses and workload are very demanding for all IB Master courses. Students are expected to have basic knowledge about marketing as well as about finance. Moreover, as advanced statistical techniques will be presented, knowledge of and experience in statistics as well as analytic insights are required for this course.
Teaching methods PBL / Presentation / Lecture / Assignment
Assessment methods Attendance / 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 - No specialisation Year 1 Disc - IB Marketing-Finance
Master Business Research - Operations Research Year 1 Elective Course(s)
Master Business Research - Operations Research Year 2 Elective Course(s)
Master International Business - Accountancy Elective Course(s)
Master International Business - Controlling Elective Course(s)
Master International Business - Entrepreneurship and SME Management Elective Course(s)
Master International Business - Marketing-Finance Compulsory Course(s)
Master International Business - Organisation: Management, Change and Consultancy Elective Course(s)
Master International Business - Strategic Corporate Finance Elective Course(s)
Master International Business - Strategy and Innovation Elective Course(s)
Master International Business - Sustainable Finance Elective Course(s)
SBE Exchange Master Master Exchange Courses
SBE Non Degree Courses Master Courses