Courses Exchange Display 2022-2023
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|Language of instruction
In the course, students will learn about the nature and value of market orientation vs. other firm orientations; the development of marketing capabilities and assets, understand principles such as market learning, customer relationships, alliances, dynamic distribution channels strategies. Students will understand how to align the organization to the market (processes, capabilities, and structure).
PLEASE NOTE THAT THE INFORMATION ABOUT THE TEACHING AND ASSESSMENT METHOD(S) USED IN THIS COURSE IS WITH RESERVATION. A RE-EMERGENCE OF THE CORONAVIRUS AND NEW COUNTERMEASURES BY THE DUTCH GOVERNMENT MIGHT FORCE COORDINATORS TO CHANGE THE TEACHING AND ASSESSMENT METHODS USED. THE MOST UP-TO-DATE INFORMATION ABOUT THE TEACHING/ASSESSMENT METHOD(S) WILL BE AVAILABLE IN THE COURSE SYLLABUS.
This course focuses on designing strategies from the market back to create, deliver, and sustain customer value in an industrial setting. To do so, this course views marketing as both a general management responsibility (building capabilities and firm processes) and an organizational orientation (culture and structure). Furthermore, the course will pay attention to the tactical decisions (e.g. sales, advertising, pricing) or formal models of marketing decision-making (e.g. forecasting or product diffusion models). The level of analysis will be on the business unit and its network of channels, customer relationships, and alliances.
Students are not required to buy a specific book
|Teaching methods (indicative; course manual is definitive)
|Assessment methods (indicative; course manual is definitive)
|Written Exam / Presentation
|Evaluation in previous academic year
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|This course belongs to the following programmes / specialisations