MA12 Marketing Mix

Module Name: 
Marketing Mix
Module Code: 
MA12
Year: 
1
Phase: 
1
Block: 
6
Prerequisite: 
High school Diploma or Final Certificate, equivalent to the Netherlands HAVO Diploma
Introduction: 
This course provides knowledge of marketing mix theory and its practical application. Topics to be addressed and discussed from an applied point of view include: the marketing mix as a dominant idea in modern marketing; product and/or service positioning, distribution, pricing and a variety of strategies for marketing communication and promotion.
Goals: 
  • Understand the necessity of blending the elements of the marketing mix to achieve marketing objectives
  • Describe and analyze the elements incorporated into product strategy – branding, product life cycle theories;
  • Make appropriate pricing decisions that support the achievement of marketing objectives in specific situations.
  • Identify various distribution strategies;
  • Describe and analyze various types of promotion including advertising, sales promotion, personal selling and publicity;
  • Analyze current promotions as to their impact and effectiveness
  • Analyze a marketing strategy for an existing company.
Content: 

The main focus of this course will be in the following four areas:

Product

  • Brands, Products, Packaging and Support Services
  • New-Product Development and Product Life-Cycle Strategies
  • Marketing Services

Price

  • Pricing Considerations and Approaches
  • Pricing Strategies

Promotion

  • Integrated Marketing Communication Strategy
  • Advertising, Sales Promotion and Public Relations
  • Personal Selling and Direct Marketing

Place

  • Managing Marketing Channels
  • The Global Marketplace
Instruction / Study Load : 

24  Lesson hours
8  Preparation Lesson hours
20  Assignments / Homework hours
20 Exam and exam preparation hours
3 Seminar lecture hours

65 Self-study/ Literature (Depending on the length and difficulty of the book) hours

The course uses 455 pages from the book where:

  • 455 easy reading and understanding material – 68 hours

Criteria:

  • Difficult reading and understanding material – 3 pages per hour
  • Average reading and understanding material – 5 pages per hour
  • Easy reading and understanding  material – 7 pages per hour

Total 140 Hours

IBA Final Qualification Mapping: 
Mapped with numbers 4, 6 and 18 See the EEG for further reference.
Teaching Language: 
English
Teaching Methods: 
  • Classroom lecturing
  • Case study discussions
  • Feedback and presentation sessions
  • Video and film
  • Discussion sessions
  • Research Papers
Module / Lecture and seminar status: 
Compulsory
Testing and assessment: 
Written Examination (1) See the EEG for further reference.
European Credits: 
5
Required literature: 
  • Principles of Marketing European Edition, 5/e, Philip Kotler, Gary Armstrong, John Saunders, Veronica Wong, Prentice Hall; ISBN 978-0273711568