Courses Exchange Display 2021-2022

Course Description To PDF
Course title Marketing Research and Supply Chain Management
Course code EBC2024
ECTS credits 6,5
Assessment Whole/Half Grades
Period
Period Start End Mon Tue Wed Thu Fri
4 31-1-2022 25-3-2022 X X
Level Intermediate
Coordinator Jonas Heller
For more information: j.heller@maastrichtuniversity.nl
Language of instruction English
Goals
The course aims to develop a better understanding and awareness of how marketing research and supply chain management are inherently linked. Fulfilling customer needs and achieving customer satisfaction requires customer research to inform customer-centric supply chain orientations.
Description
In today's internationally oriented business environment, it is crucial for prospective managers to familiarize themselves with concepts and issues related to marketing and supply chain management. Faced with fierce competition and increasing consumer demands, it is crucial that companies are able to understand their customers using marketing research which informs customer-centric supply chain management. That is, supply chains that are designed and managed as to fulfil customer needs and achieve customer satisfaction.

Developing a thorough understanding of basic concepts such as market research, marketing strategy, value propositions as well as knowing how to make use of the supply chain in international competitive markets to serve and satisfy customers are thus topics that will be covered in this course. Marketing Research & Supply Chain Management can be considered as an intermediate course for marketing and as an introduction course for Supply Chain Management. It builds upon the first-year course "Organization and Marketing" and introduces the basics of marketing research methods and statistical analysis.

Through a marketing research project, students are challenged to delve into a real managerial issue and utilize skills that are developed within the course. To understand how to address this problem, students are tasked design and implement a full scale marketing research and provide a report with proposed solutions back to the company. The sessions build upon PBL-guided case study sessions, while in-class exercises and assignments help build students' marketing research skills. Lectures support the elaboration of the research project.
Literature
Customized textbook compiling selected chapters from state-of-the-art textbooks about marketing, marketing research, and supply chain management. As the literature is frequently updated, the course coordinator will announce the reading list before the start of the course.
Prerequisites
* Course 1.1: Management of Organisations and Marketing
* Knowledge of marketing and statistics at a basic level
* An advanced level of English
* Exchange students need to have taken at least one marketing and one statistical course at introductory level
Teaching methods (indicative; course manual is definitive) PBL / Presentation / Lecture / Assignment / Groupwork / Research
Assessment methods (indicative; course manual is definitive) Final Paper / Attendance / Participation / Presentation
Evaluation in previous academic year For the complete evaluation of this course please click "here"
This course belongs to the following programmes / specialisations
Bachelor Economics and Business Economics - Emerging Markets Year 2 Elective Course(s)
Bachelor Economics and Business Economics - International Business Economics Year 2 Compulsory Course(s)
SBE Exchange Bachelor Bachelor Exchange Courses
SBE Exchange Master Bachelor Exchange Courses
SBE Non Degree Courses Bachelor Courses