Marketing Strategy

Description

This course evaluates the following learning outcomes: The student 1.1 (IMM) analyzes marketing-related operational problems and questions from different functional areas, taking into account the specific managerial context. 2.1 (IMM + MM) analyses marketing-related strategical problems and questions, taking into account the specific managerial context, the different stakeholders (manufacturers, retailers, consumers, policy,…), and the broader environment in which the organisation operates. 2.2 (IMM + MM) formulates a substantiated solution to strategical marketing problems and questions on the basis of scientific knowledge and insights into marketing, taking into account the specific managerial context, the involved stakeholders and the broader environment in which the organization operates. 2.3 (IMM + MM) develops a marketing strategy and plan and reflects critically on the influence of internal and external factors and –taking into account the specific managerial context- on how marketing can be tuned to improve the functioning of organizations. 3.1 (IMM + MM) plans, organizes and evaluates processes w.r.t. marketing planning, taking into account the specific managerial context. 4.1 (IMM + MM) reflects critically on how societal, international and organizational trends influence marketing decisions while taking into account the (consequence for the) involved stakeholders. 7.1 takes on a diplomatic and honest position and can reach an agreement that takes into account the interest of all parties involved through negotiation and mediation. 7.3 takes initiative, is flexible, shows responsibility and can work independently in complex and unpredictable contexts. 7.4 is able to utilize his/her acquired knowledge and his/her ability to think analytically, synthetically, abstractly and/or creatively in a flexible and authentic way in specific and/or complex situations. 7.5 is critical and not afraid to question himself/herself and his/her environment. 8.1 formulates, as a member of a team, the interdisciplinary problem that is at the basis of the project, analyses the content of the project, the circumstances surrounding the project and factors that will influence the course of the project, and uses this information to formulate the (general) goals of the project. 10.1 (MM) knows how to keeps his/her knowledge on marketing themes up to date on the basis of practical, policy oriented as well as scientific information. 10.2 (IMM + MM) integrates policy oriented, scientific and practical information on specific marketing related themes, and takes a substantiated stand on the relevancy of the specific themes for the organisation. 10.3 (IMM + MM) reflects critically on the way important evolutions and innovations in marketing can be translated to the marketing policy in the organisation, taking into account the specific managerial context. 11.1 is aware of the rapidly evolving knowledge society that he/she will enter and therefore understands the need for maintenance and improvement of acquired knowledge, skills and competences and acquisition of new knowledge, skills and competences. More information After taking this course, students should be able to: - Analyze consumer or business markets to obtain relevant insights, and identify the most crucial aspects that can be used as inputs for the development of a (core)marketing strategy that reflects this - Use this (and additional information) to formulate an appropriate (core) marketing strategy - Optimize current strategies and explore new growth opportunities - Make decisions for specific marketing instruments that help to implement the overall strategy - Analyze crucial aspects in the implementation such as internal alignment, budgeting and evaluation/control by formulating key performance indicators - Have insights in data analysis tools that may support certain marketing strategic decisions