Courses Master Display 2015-2016
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Course title | Value-Based Marketing | |||||||||||||||||||||||||||||||||||||||
Course code | EBC4082 | |||||||||||||||||||||||||||||||||||||||
ECTS credits | 6,5 | |||||||||||||||||||||||||||||||||||||||
Assessment | Whole/Half Grades | |||||||||||||||||||||||||||||||||||||||
Period |
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Level | Advanced | |||||||||||||||||||||||||||||||||||||||
Coordinator |
Elisabeth Brüggen For more information: e.bruggen@maastrichtuniversity.nl |
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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.
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Description |
This course elaborates on the logical 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 Organisational 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 value-seeking customers across markets. You develop an analytical framework to assess value-based marketing 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. All students who are admitted to the Master of Science in International Business can follow this course. This course assumes intermediate to high knowledge of marketing and strategy. |
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Literature |
State-of-the art literature published in the leading marketing journals. A detailed literature list will be available online (Eleum).
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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. |
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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 |
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