MASTERCLASS STRATEGIC MINOR MSMM MARKETING MANAGEMENT PERIOD A/B OR C/D OF ACADEMIC YEAR

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1 MASTERCLASS STRATEGIC MINOR MSMM MARKETING MANAGEMENT PERIOD A/B OR C/D OF ACADEMIC YEAR HIGHLIGHTS MINOR MSMM - State-of-art strategic marketing - Assignments for real-life companies - Qualify to become certified as professional marketing or exportmanager DALTONLAAN HU UNIVERSITY OF APPLIED SCIENCES UTRECHT - THE NETHERLANDS

2 MINOR MSMM The Minor Masterclass Strategic Marketing Management at the University of Applied Sciences Utrecht / HU Business School is aimed at students who want to add a strategic marketing management plus to their existing higher educational marketing level. These competences are the starting point, and will be developed further and in more depth. We focus on the management of strategic marketing issues, in order to offer students sufficient knowledge, proficiency and skills, a deeper insight into complex, unstructured strategic marketing issues. This minor aims at enhancing students ability to convert opportunities into successful commercial activities. In the course of this minor we will make use of state-of-art marketing literature, reports, recent articles from professional economic and management periodicals, extensive readers plus an interactive website. Business School cases, to be solved individually or as a team, plus regular guest lecturers and company visits further add a real-life sense to the minor s courses. Assessment takes place by means of a variety of methods, e.g. individual and team portfolios. The backbone of this minor is a real-life marketing case team project for an existing SME company, in conjunction with the Chamber of Commerce. MASTERCLASS STRATEGIC MARKETING MANAGEMENT

3 MINOR DESCRIPTION MINOR DESCRIPTION To qualify for this minor, students must take an entry marketing test (NIMA B1) in English. This test will be organized at the students university. The minor consists of 5 courses and takes place in period A/B or C/D of Academic Year 2016/2017. Four of the courses are 5ec and so called block courses: they take place and are rounded off and graded in either A or C or period B or D, see schedule below. The fifth course is a ribbon version, i.e. it stretches through both periods (A/B or C/D) as it is linked both to the group project as well as the individual take on either Marketing Manager / NIMA B2 or the Exportmanager B project. Alongside both periods the Marketing Manager / NIMA B2 respectively Exportmanager B concurrent projects are planned, on an individual basis for the same organization as the group project. Both are leading to an individual report to be orally defended (exam) at the end of period B or D. Honours Degree stars can be earned during the whole course of the minor. (International) Marketingplan NIMA B2 (Marketing Manager) individual Strategic Marketing - an academic approach (5 ec) Management Issues of Internationalization, Innovation and Research (5ec) International Marketing / Exportplan portfolio (10ec) Corporate Policy - Scenario Planning & Performance Mgt (5ec) Practical Implications - Nuts & Bolts (5ec) Exportplan Fenedex B (Exportmanager) individual Entry test NIMA B1 NIMA B1 exam NIMA B2 & Fenedex 2 exam

4 COURSES 1. Strategic Marketing - an academic approach (5 ec) period A or C You will be trained to apply knowledge of contemporary commercial strategic theories and techniques, and to master these theories and techniques well enough to identify, describe, analyze and solve commercial strategic issues at various levels. You and your colleagues are then expected to be able to indicate how the strategic commercial policy should be implemented effectively, evaluated and adjusted if needed. After completion, you should be able to take the responsibility of strategic commercial policy of e.g. a business unit. This implies the ability to indicate from a commercial angle how to fulfill the business plan, to take the responsibility for development and implementation, and to have an opinion on non-commercial elements of the business plan. This course contributes to the development of the competences: strategy formulation, problem solving, development of professional perspective, analysis of business processes. 2. Corporate Policy - Scenario Planning & Performance Management (5 ec) period A or C The course Corporate Policy - Scenario Planning & Performance Management is based on the PLAN-DO-CHECK-ACT (PDCA) cycle of Deming. This cycle is a continuous improvement process that helps optimize every business process and thus to maximize the outcome of the process. During the course you will be guided in the application of the PDCA cycle to an existing organization. In many cases this will be the company the workgroup are already preparing a marketing plan for. After completing this course, you and your colleagues will be able to independently formulate the commercial strategy of the company, and to develop, implement, evaluate and adjust.

5 COURSES 3. Management Issues of Internationalization, Innovation & Research (5 ec) period B or D During this course, various managerial issues will be addressed, reference internationalization (decision making process, country selection, entry modes, implementation, dealing with different cultures), management of change, managing staff. Issues such as how to effectively introduce new offline/online marketing propositions, dealing with resistance, how to execute a marketing research program and how to make results applicable to various situations will be looked into. You and your colleagues will participate in long term research into cultural aspects of marketing, in conjunction with the FEM Research Centre for Innovation and Business. During this course you will gain relevant competences in the field of knowledge, skills and attitude reference internationalization, innovation and research. 4. Practical Implications the nuts and bolts (5 ec) period B or D This course addresses the implementation of the (international) marketing plan. Various tactical and operational aspects of marketing the product / service, developing a pricing system, organizing distribution and creating effective marketing communications are dealt with. Equally so, tactical and operational dealing with export and international marketing will be studied in depth. Students are trained in how to set up and execute practical (international) marketing research. You and your colleagues will obtain relevant competences in the field of knowledge, skills and attitude reference the practicalities of internationalization. 5. International Marketing / Exportplan Consultancy and Preparation (10 ec) period A + B or C + D The objective of this two-period course is to deliver a strategic marketing plan for a real SME (small or medium sized) organization. This group project is executed in close cooperation with the Chamber of Commerce. The aim is to function effectively as a group. Various managerial skills are further developed. During both periods students are working in groups to practice a marketing assignment for their real-life SME organization. To facilitate this, recurring consultancy moments in period C and D are scheduled. The course contributes to the development of competences related to: market research and environmental analysis, developing marketing strategies for an (international) company, and the preparation of operational plans from the marketing policies (inclusive of monitoring and evaluation).

6 LECTURERS Ton Borchert MBA - Course manager Warwick Business School / University of Warwick Lecturer: Strategic Marketing - an academic approach, Management Issues of Internationalization, Innovation & Research, Practical Implications the nuts and bolts, International Marketing / Exportplan Consultancy and Preparation Mr Hylda van Amstel Erasmus University Lecturer: Practical Implications the nuts and bolts, International Marketing / Exportplan Consultancy and Preparation Dr René van Dinten Nyenrode University Lecturer: Corporate Policy - Performance Management Drs Liesbeth Neven Tilburg University, NCOI university, Rotterdam Business School Lecturer: Corporate Policy - Scenario Planning

7 MINOR MSMM Extra 1: Marketing Manager diploma Students are challenged to qualify for the certified and accredited European Marketing Confederation Marketing Manager exam (equivalent to the certified and accredited NIMA B2) (marketing report and oral defense). Extra 2: Exportmanager diploma Students may choose to go for the certified and accredited international Fenedex Exportmanager B qualification (export marketing report and oral defense).

8 MINOR MSMM Extra 3: Star minor HU Business School offers different kinds of honours tracks, allowing students to devise their own learning route, obtaining stars as they go along. Some of the advantages of our honours tracks are: receive acknowledgment for your (additional) efforts make the most of your abilities realize your ambitions make your CV stand out from the crowd increase your chance of finding a challenging job expand your network

9 WHY STUDY THIS MINOR AT THE HU? UTRECHT Hosting some 70,000 students from about 125 countries almost a quarter of the city s population Utrecht is a real academic melting pot. The lively, cosmopolitan student scene provides plenty of opportunities and experiences to enrich your time here. They range from extracurricular activities related to your course to a whole range of social, cultural and sporting activities. As a place very much geared to young people, Utrecht also offers great shopping, a wide choice of cinemas, theatres and music venues, vibrant bars and fantastic nightlife. HOGESCHOOL UTRECHT HU University of Applied Sciences Utrecht (HU) is one of the largest further education colleges in the Netherlands and is funded by the state. It has over 38,000 students with more than one hundred different nationalities. And yet, our students still experience our educational environment as small-scale and personal. This is thanks to the numerous locations where the courses are housed according to discipline and the high quality of our teaching staff, who place great emphasis on personal supervision. HU Business School is one of the faculties. Minor Masterclass Strategic Marketing Management Internationally oriented program Focus on Strategic Marketing, Business Management, Internationalization, Innovation and Research Clear link with practice: SME project, company visits, guest speakers Extra 1 and extra 2: Certified and accredited degrees EMC Marketing Manager or Fenedex Ex portmanager Extra 3: Honours / Star minor option

10 I CHOOSE MASTERCLASS STRATEGIC MINOR MSMM MARKETING MANAGEMENT SEE YOU IN THE NETHERLANDS!