Strategic Marketing Planning I&II

This programma consist two parts: Strategic Marketing Planning I and II. ​​​​​​​​The programme is available in the Summer Semester.​​ F​​or the exact data please click Winter Semester - Summer Semester​.

Part 1- Strategic Marketing Planning I

Internal analysis
Defining a company's strategic window and conducting internal research by means of analysis. For this purpose, desk research is mainly used. The analyses will lead to an evaluation of internal research in terms of strengths and weaknesses. The integral learning task (= IA) is executed by describing the company's strategic window, the internal analysis. The company chosen relates to the student's major. The IA is supported by the subjects of HRM/CMS, BCE, Finance & Accounting, English, and Marketing.

The strategic window consists of:

  • Mission
  • Vision
  • Market demarcation (Abell), to prepare for the external analysis of part 2
  • Ambition formulation

Internal research consists of:

  • Organisation audit
  • Marketing audit
  • Financial audit

Part 2 - Strategic Marketing Planning II

This part builds on part 1. Part 2 starts with the external analysis and the value judgement, after which the results of the SWOT analysis are interpreted. Subsequently, students draw up a confrontation matrix, formulate strategic options, make a choice based on this, and develop a final marketing strategy. The effects and consequences for the organization are defined, and a start is made with a planning for execution, control and adjustment.

External research consists of:

  • Customer analysis
  • Industry analysis
  • Competitor analysis
  • Distribution analysis​

Programme

The programme starts in February and consists of 24 ECTS credits. In order to obtain more ECTS credits, you can choose one or more electives.

Part 1 (Block 7 - Strategic Marketing Planning I)

  • Internal analysis
    • Organisational, Marketing & Financial audit - Business Communication (Report Writing/Research)​, 2 ECTS credits, code: IMVB15ABC
    • Marketing Project / HRM​, 3 ECTS credits, code: IMVB15MPH
  • Finance & Accounting Theory 2, 3 ECTS credits, code: IMVH3FAC2
  • Strategic Marketing Theory 1 (incl. HRM), 2 ECTS credits, code: IMVH3STM1
  • Business Communication English 7, 2 ECTS credits, code: IMVH3COM7
  • Elective, 3 ECTS credits, code: -

Before the start of the programme updated Course Outlines are available with detailed information. In order to get an idea of what to expect, you can download the Course Outlines.

Part 2 (Block 8 - Strategic Marketing Planning II)

  • External analysis
    • Customer / Industry / Competitor / Distribution analysis (incl research)​, 2 ECTS credits, code: IMVB15EXA
    • Business Communication Presentation Skills, 1  ECTS credits, code: IMVB15CPS
    • SWOT / Strategic Options (incl. Management Skills)​, 2 ECTS credits, code: IMVB15SWO
    • Management Skills / CMS​, 1 ECTS credits, code: IMVB15CMS
  • Strategic Marketing 2 Theory, 2 ECTS credits, code: IMVB15SMT
  • Strategic Marketing 2 Assignment, 1 ECTS credits, code: IMVB15SMO 
  • Business Communication English 8​, 2 ECTS credits, code: IMVH3COM8
  • Elective, 3 ECTS credits, code: -
  • Personal Development 6, 1 ECTS credits, code: IMVB16STC6

Before the start of the programme updated Course Outlines are available with detailed information. In order to get an idea of what to expect, you can download the Course Outlines.

Electives

With regard to the programme International Marketing Research & International Sales II (Winter Semester) and Strategic Marketing Planning I & 2 (Summer Semester): the compulsory programme units consist of 12 credits (EC) per part, a total amount of 24 EC per semester. In order to obtain more EC, you can choose electives of 3 EC at the Hanze Language Centre. The Hanze Language Centre is organized within the context of the School of Marketing and Management. Several courses are especially suitable for international students. These courses are taught in English. For more information and offered electives visit the Hanze Language Centre website. ​

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