Seminar Marketing Strategy

Description

Practical information Course ID: FEB13015X Credits: 12 EC Instruction language: English Registration procedure: Information on the application procedure can be found on this website Secretariat: Support Office Business Economics, E2-28, 010-4081200, office.be@ese.eur.nl Course description Content: Strategic marketing plans are the backbones of many successful brands. In this seminar you will step into the shoes of marketing strategy consultants and develop a strategic marketing plan for a real company. We will zoom into the most important marketing strategy components related to segmentation, targeting & positioning as well as the marketing mix (product, price, place and promotion). During this seminar, you will be able to synthesize your knowledge acquired during your previous (marketing) courses, combine it with new knowledge and apply it to a real company. At the end of the course, you will pitch your complete marketing strategy, just as marketing strategy consultants do. The seminar uses a mixture of interactive teaching methods including in-class workshops and provides multiple opportunities to receive feedback to improve your work. The grading will be based on a combination of individual (preparation, in-class participation and exam) and group assessments. Learning goals: After this course, students will be able to: Develop SMART marketing strategy objectives based on a systematic company analysis. Create a strategic marketing plan to achieve the marketing objectives based on theories about key marketing strategy components. Critically assess a strategic marketing plan. Professionally present a strategic marketing plan. Changes as compared to previous year: The course has been restructured to align with current market trends. In addition, the final individual assignment is replaced with a written exam. Extra: None Study materials Ferrell, O. C., Hartline, M., & Hochstein, B. W. (2021). Marketing Strategy (8th ed.). Cengage Learning US. A list of mandatory academic articles, books and online material will be provided on canvas. Entrance requirements Assumed previous knowledge: Bachelor-1 Economie en Bedrijfseconomie / IBEB, and Bachelor-2 Economie en Bedrijfseconomie / IBEB. BSc2 students: Year 1 and Year 2. Entrance requirements course enrolment: You must meet the following requirements Enrolled for one of the following degree programmes BSc2 Economics, Full-time Economics and Business Economics, Full-time International Bachelor Economics and Business Economics, Full-time Period Enrolment periods: Period of education: 2 maart 2026 until 25 april 2026 Assessment Assessment requirements: Obligatory attendance at all sessions Group assignments and presentations Exam Assessments (result in OSIRIS): Test weight: 30 Assessment: Resit opportunity; Test weight: 30 Assessment: Resit opportunity; Test weight: 10; Test weight: 30 Assessment: Resit opportunity