MAN-MMA025
Marketing Performance
Cursus informatieRooster
CursusMAN-MMA025
Studiepunten (ECTS)6
CategorieMA (Master)
VoertaalEngels
Aangeboden doorRadboud Universiteit; Faculteit der Managementwetenschappen; Master Business Administration;
Docenten
Coördinator
dr. P.H. Driessen
Overige cursussen docent
Examinator
dr. P.H. Driessen
Overige cursussen docent
Contactpersoon van de cursus
dr. P.H. Driessen
Overige cursussen docent
Docent
dr. P.H. Driessen
Overige cursussen docent
Docent
R.W.H. Wetzels, MSc
Overige cursussen docent
Collegejaar2022
Periode
1  (05-09-2022 t/m 06-11-2022)
Aanvangsblok
1
Onderwijsvorm
voltijd
Opmerkingworkgroup registration will take place in Brightspace
Inschrijven via OSIRISJa
Inschrijven voor bijvakkersNee
VoorinschrijvingNee
WachtlijstNee
Plaatsingsprocedure-
Cursusdoelen

The main objective of this course is that, after this course, students (1) are able to assess the performance consequences of marketing actions and strategies, (2) are aware of wider consequences of marketing (on a societal or systems level), and (3) understand the drivers of marketing performance.

After this course students can make marketing decisions as a manager in a broad variety of contexts based on academic research (application goal). In order to reach this objective, two goals must be reached first: (1) knowledge of the state-of-the-art in academic research and normative literature on marketing performance management (knowledge goal), (2) be able to critically reflect on the research findings and normative literature (reflection goal).

Inhoud

The course Marketing Performance introduces the students to various issues in contemporary marketing performance management. Marketing problems are viewed from a managerial decision making perspective, as opposed to the more behavioral perspective applied in the course Consumer Behavior. The underlying question is how managers can create value for customers and other stakeholders, and, in doing so, build relationships.

In the course, research papers from the academic literature are studied. The central theme of the course is assessing a wide variety of performance outcomes in relation to marketing actions. We first explore the role of external orientations of marketing managers. Then, the concept of customer value as a core outcome of marketing is defined in various ways and special attention is devoted to the operationalization and measurement of customer value. Next, we explore how customer value can be managed, especially in the context of relationship management. We conclude by considering specific metrics in an online context.

The workgroup sessions serve to apply important issues from the course to situations in practice, such as customer valuation metrics, measuring the effect of social media, and reputational metrics, using exercises.

The course builds on basic marketing knowledge that students have acquired during an introductory marketing course. Also, it builds on academic skills (reading and understanding of journal articles) acquired throughout the bachelor, premaster or other academic studies. It shows academic applications of research methods and techniques that the students are familiar with, as well as methods that are being studied in parallel in the course Methodology for Marketing and Strategic Management.

Niveau

Voorkennis

Toetsinformatie
Final grades are based on several elements. A final grade is only issued if you completed all elements and if you reached a minimum score of 5.5 on the written examination. Because the case workgroups involve learning by participating in the entire process, participation in the case workgroups is required. If you have a valid reason for not attending, send details about your reason for absence by email in advance (note: ‘work’ is generally not a valid reason for your absence, because you are primarily a student).

Weighting of the elements in the final grade:
Written test (closed book)                 80%
Article assignment                             20%
Cases & exercises (assignments)       Have to be at least ‘sufficient’

There is one resit for the examination of the written test. Within the same year, article assignments cannot be resubmitted.

For students repeating the course, special rules apply. These will be announced on Brightspace by the course coordinator before or during the first week of classes.
 
Bijzonderheden
The required reading for the course (articles) can be accessed at no cost through the university library systems and/or the course web site. 
Niveau
Ma 1

Verplicht materiaal
Artikelen
Selected articled (see course website)
Sheets
Slides and any other materials used in the course are required reading for the examination. Therefore, you will need to study everything covered in lectures, literature, slides, handouts and cases.
Opdrachten bundel
Exercises (Details will follow on course website).

Werkvormen
Hoorcollege

Algemeen
Including student presentations and discussion.

Werkgroep
AanwezigheidsplichtJa

Toetsen
Tentamen
Weging80
ToetsvormDigitale toets met CIRRUS
GelegenhedenBlok 1, Blok 2

Article assignment
Weging20
ToetsvormPaper
GelegenhedenBlok 1

Cases and exercises
Weging0
ToetsvormOpdracht
GelegenhedenBlok 1