Vakcode: ide212
Vaknaam: Marketing 1: The Strategy

Het betreft een Course
TUD studiepunten: 2
ECTS studiepunten: 3
Subfaculteit van het Industrieel Ontwerpen
Docent(en): Oppedijk van Veen, prof.dr. W.M., Robben, dr. H.S.J., Roebers, mr. T.J.

Tel.: 015-2783074

Trefwoorden:
Marketing strategy, marketing tactics, product development, market-oriented strategic planning, market analysis, consumer and business markets, competitor analysis, differentiation and positioning, product management, marketing mix

Cursusjaar: 2
Blok: 6
Coll.uren p/w: 4
Andere uren: None
Toetsvorm: Written
Tentamenperiode: 6
(zie jaarindeling IO)
Voorkennis: None
Wordt vervolgd door: Consumer Behaviour (ide314), Marketing 2 (ide412)
Uitgebreide beschrijving van het onderwerp:
The course focuses on the essential role of marketing in the management of companies. Main themes concern the marketing environment with its buyers and competitors and the behaviour of all these parties, product management, and internationalization.
We distinguish strategic and tactical aspects in marketing. This course emphasizes the marketing strategy (65%), and discusses the role of the tactical aspects in the implementation of the marketing strategy (35%).
The structure of the main textbook is as follows:
  • Understanding marketing management: Marketing basics, market-oriented strategic planning.
  • Analyzing marketing opportunities: Analyzing consumer and industrial markets, industries and competitors.
  • Researching and selecting target markets: Forecasting of demand, market segmentation and market targeting.
  • Developing marketing strategies: Differentiating, positioning, product development and launch, market entry, international strategies, product life cycle.
  • Planning marketing programs: Products, pricing, marketing channels, communication and promotion, the sales force.
  • Organizing, implementing, and controlling marketing effort: Marketing programme and market performance.
College materiaal:
  • Text book: Kotler, P.; Marketing Management: Analysis, Planning, Implementation, and Control, 8th edition. Englewood Cliffs, NJ, 1994:Prentice Hall;
  • Reader: Marketing and New Product Development.
Referenties vanuit de literatuur:
Opmerkingen (Specifieke informatie over tentaminering, toelatingseisen, etc.):
The written examination consists of 6 to 10 essay questions.
Doel:
The acquisition of models and theories for determining and evaluating marketing strategies for new consumer and industrial products. Students acquire a basic knowledge of the concept and function of marketing and the relation between entrepreneurial behaviour and marketing policy.
Computer gebruik:
None
Practicum:
None
Ontwerp component:
The course highlights the role and the necessity of collecting marketing information, and the strategic and tactical use of this information in the new product development process.
Percentage ontwerponderwijs: 25%