Courses Exchange Display 2021-2022
|Course Description||To PDF|
|Course title||Shareholder Value and Market Based Assets|
For more information: firstname.lastname@example.org
|Language of instruction||English|
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.
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.
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.
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 (indicative; course manual is definitive)||PBL / Presentation / Lecture / Assignment|
|Assessment methods (indicative; course manual is definitive)||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||