Artesis Plantijn Hogeschool Antwerpen
Business en Recht
Strategic Marketing35298/3368/2425/1/44
Study guide

Strategic Marketing

35298/3368/2425/1/44
Academic year 2024-25
Is found in:
  • Bachelor of Business Management, programme stage 2
    Specialisation:
    • Marketing
This is a single course unit.
Study load: 3 credits
Teaching staff: Van den Eynde Nii
Languages: Dutch
Scheduled for: Semester 1
This course unit is marked out of 20 (rounded to an integer).
Possible deadlines for learning account: 15.10.2024 ()
Re-sit exam: is possible.
Possibility of deliberation/tolerance: This course unit is eligible for deliberation/tolerance according to the criteria as determined by the degree programme you are enrolled in.
Total study time: 78,00 hours

Prerequisites

previously registered for Marketing fundamentals.

Learning outcomes (list)

OLR MAR 1.0 - The bachelor BM/MAR has insights in (digital) marketing strategies and tactics, market analysis, marketing communication and sales, in general corporate organisational processes as well as in their interconnection, and can consequently apply these insights in a broad, globalised and changing (inter)national context.
You conduct a competitive analysis.
You will explain how mission, market delineation and goals are completed in strategic business planning and how this forms the starting point for the steps within marketing planning.
You will explain the three different levels of the marketing environment (micro, meso and macro).
You explain how the environmental analysis can be summarized in a SWOT analysis and a confrontation matrix that form the basis for the marketing strategy.
You provide an overview of the various steps of a marketing plan.
You describe corporate social responsibility within the marketing context.
You will apply methodologies for strategic marketing planning in cases.
You frame the marketing tools within the SMART marketing and business objectives.

Study material (list)

Mandatory
Mandatory
  • Author: Philip Kotler & Gary Armstrong

Educational organisation (list)

Learning Activities
Lectures and / or tutorials24,00 hours
Work time outside of contact hours54,00 hours

Evaluation (list)

Evaluation(s) for first exam chance
MomentForm%Remark
Eerste examenperiodeKnowledge and comprehension test during the examination series100,00Open en/of gesloten vragen
Gesloten boek
Evaluation(s) for re-sit exam
MomentForm%Remark
2nd examination periodKnowledge and comprehension test during the examination series100,00Open en/of gesloten vragen
Gesloten boek