MA12 Marketing Mix

Module Name
Marketing Mix
Module Code
High school Diploma or Final Certificate, equivalent to the Netherlands HAVO Diploma
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.
  • 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.

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


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


  • Pricing Considerations and Approaches
  • Pricing Strategies


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


  • 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


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