6 ECTS credits
157 h study time
Offer 1 with catalog number 4018133FNR for all students in the 1st semester at a (F) Master - specialised level.
No business can survive without customers, so insights into how we can create, deliver, communicate and monitor customer value is quintessential in an advanced marketing course. Topics that this course deals with are (not exhaustively), the following:
Current topics in the (academic) field of marketing will be addressed on a regular basis and hands-on methods for marketing managers and decision makers will be provided.
We do not work with a standard text book in this course, but rather with a bundle of relevant (academic) articles that will be posted on Canvas on a regular basis and in due time.
Optionally, we intend to invite inspiring guest lecturers to complement the theoretical knowledge that is acquired in the course with enriching practical marketing testimonials. Slides from theoretical, guest, and practical lectures are also posted on Canvas to the largest extent (e.g., depending on confidentiality of guest lecturer's speech).
Attendance to the guest lectures is (as far as the time schedule allows for it) obligatory. In any case we try to plan these lectures on regular course hours to enable a vast majority of students to be present.
Moreover, we optionally plan a (company) visit extra-muros in order to experience how the course theory is implemented in practice.
Teaching Methods
- Lecture: collective contact-dependent moments during which the lecturer engages with learning materials
- Seminar, Exercises or Practicals (Practical): collective or individual contact-dependent moments during which the students are guided to actively engage with learning materials
- Independent or External Form of Study (Self): independent study
This description of the teaching methods is indicative, in order to assess the expected study load.
Lecture: 22 hours
Practical: 16 hours
Self: 119 hours
After this course, you should be able to:
The final grade is composed based on the following categories:
Written Exam determines 70% of the final mark.
Practical Exam determines 30% of the final mark.
Within the Written Exam category, the following assignments need to be completed:
Within the Practical Exam category, the following assignments need to be completed:
30% of the total grade can be earned on the basis of the practical part of the course (i.e., group assignments, with optional peer assessments) and 70% of the total grade can be earned on the basis of the exam, which is individual, closed-book, containing both open- and multiple choice questions. For the multiple choice questions, a guessing correction will be applied, whereby +1 is given for a correct answer, -1/(n-1) for a wrong answer with n being the number of answer options, and 0 for no answer.
Participation in the practical part of the course (i.e., group assignments), as well actively attending the guest lectures, is compulsory. No replacement assignments will be provided.
The practice sessions (and related group assignments) cannot be retaken in second session. The partial result for this part of the course evaluation will be transferred to second session.
The partial result for the practice sessions part (group assignments) will be transferred to the next academic year, under the condition that a result on this part is obtained of minimum 10/20. The student that however does want to retake the practice sessions part (group assignments) is to send an email to the course holder ultimately on the date of the first class session of the course in the corresponding academic year.
For individual grading on the group assignments, peer assessments can be used (optional, upon request of the group). Students are to evaluate themselves and their members on a number of criteria. The result thereof is an individual correction factor. This correction factor will be used to adapt the group score (i.e., the intrinsic value of the group work) to the individual level. This takes place by correcting the group score with a maximum of 10% (upward or downward) to the individual level. When a student does not complete the peer assessment by the given deadline, the course holder can decide to apply the maximum downward correction of the group score. The course holder’s decision has priority and the course holder can decide to strengthen the correction factor, weaken it, or even to not take it into consideration, in case the submitted peer assessment scores are not reliable. Such a decision will normally only be taken in very exceptional cases, but will always be based on clear argumentation, analyses and/or extra observations or meetings.
The deadline for students to submit their group composition on Canvas (for the group assignments) is Friday of the 2nd lecture week.
Bonus point can be earned on a voluntary basis by participating to bonus questions/-quizzes and/or by participating in scientific marketing research by the VUB 'Marketing & Consumer Behavior' research group.
For more information on the specific organization of this course: see Canvas.
This offer is part of the following study plans:
Master of International Business: Standaard traject
Master of Business Engineering: Business and Technology: Standaard traject