Courses NonDegree Display 2023-2024

Course Description To PDF
Course title Shareholder Value and Market Based Assets
Course code EBC4126
ECTS credits 6,5
Assessment Whole/Half Grades
Period Start End Mon Tue Wed Thu Fri
1 4-9-2023 20-10-2023 X X
Level Intermediate
Coordinator Thomas Post
For more information:
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.
Burggraeve, C. (2021), Marketing IS NOT a Black Hole
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 / Groupwork / Research
Assessment methods (indicative; course manual is definitive) Final Paper / Participation / Written Exam / Assignment
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 Elective Course(s)
Master International Business - Marketing-Finance Compulsory Course(s)
SBE Exchange Master Master Exchange Courses
SBE Non Degree Courses Master Courses