|Course Code :||2106TEWMKT|
|Semester:||Semester: 2nd semester|
|Study load (hours):||168|
|Contract restrictions: ||Exam contract not possible|
|Language of instruction :||English|
|Exam period:||exam in the 2nd semester|
At the start of this course the student should have acquired the following competences:
- Competences corresponding the final attainment level of secondary school
An active knowlegde of :
course requires a high level of English comprehension (oral and written) and
expression capabilities (oral and written). To give an indication of complexity
and speed, you should be able to understand and communicate at levels similar
to business related TV programs on CNN, BBC, or Bloomberg.
- General knowledge of the use of a PC and the Internet
General notion of the basic concepts of:
Basic knowledge of marketing.
Specific prerequisites for this course:
Basic competencies of secondary school and bachelor
level are assumed. For example, you should be capable of performing simple
algebraic calculations, able to read large amounts of text efficiently, capable
to express your thoughts, opinions, analyses, recommendations in a logical and
2. Learning outcomes
Upon completion of this course, you should have a
general understanding of the concepts, theory and application of:
- Product management (analysis, mature products, new
products, product line management),
- Brand management (brand - person relationships, brand
personality, brand equity and brand evaluation), and
- Price management (basic principles, dynamic pricing, transfer pricing).
3. Course contents
Following topics will be covered:
• Product management
- Overview, function and organizational aspects
- Market planning
- Market, competitor and customer analysis
- Forecasting and business plans
- Product cycle and new product development
- Marketing metrics
• Brand management
- Introduction to brand management
- Building and sustaining brand equity
- Building in today's environment
• Price management
- Role of costs
- Psychological aspects
- Models and their application
Strategies and tactics
4. Teaching method
Class contact teaching: Lectures
Personal work: Assignments:In group
5. Assessment method and criteria
Examination: Written without oral presentationClosed bookMultiple-choice
Written assignment: With oral presentation
6. Study material
Slides, notes, case studies, articles, additional
All referenced or distributed via Blackboard.
Course text book:
Currently evaluating new material.
Will still be announced, latest during first class.
The following study material can be studied on a voluntary basis:
As referenced or distributed via Blackboard.
7. Contact information
Faculty of Applied Economics
mobile: +32 (0) 471 343 293
Office hours: By appointment only. Please contact me via e-mail.
(+)last update: 10/02/2013 22:56 thorsten.strauss