Course: Marketing Analysis credits: 5
- Course code
- CIVB22MKA
- Name
- Marketing Analysis
- Study year
- 2023-2024
- ECTS credits
- 5
- Language
- English
- Coordinator
- M. Stolyga
- Modes of delivery
-
- Tutorial
- Assessments
-
- Corporate Social Responsibilty - Assignment - Other assessment
- Finance - Assignment - Other assessment
- Marketing Analysis - Assignment - Other assessment
Learning outcomes
Upon successful completion of this course students will be able to
- analyze a company’s brand mission and recommend improvements in line with the principles of marketing 3.0;
- assess marketing project-related decisions based on period profit, cash flows, and net present value;
- assess marketing campaign-related decisions based on relevant financial metrics;
- apply and justify suitable marketing models from the theory in the external and internal analysis in a case situation;
- understand how to use a systematic route to solve a marketing challenge.
Content
Level
Intermediate
Content
The course uses three topics to provide an inclusive view on market analysis.
Marketing, sales & communication
In this course, the student learns the theory related to making an internal and external analysis in preparation for making a strategic marketing plan. This internal analysis includes a marketing audit in which the student learns how to assess a company’s marketing effectiveness. The external analysis includes customer analysis, industry analysis and competitors analysis. By using a good system and good tools based on marketing theory the student will learn the benefits of using a systematic route in solving Marketing challenges.
Financial management
In this course, the student learns which metrics can be used to evaluate digital marketing campaigns, marketing channels and (capital) marketing projects on the basis of relevant financial metrics, such as conversion rates, customer acquisition cost, sales-by-channel, return on investment, payback period and net present value. The student builds a dashboard in Excel that is able to transform inputs into relevant outputs.
Organisation & CSR
This course builds on the CSR course offered earlier in the programme. It is therefore expected that the students are familiar with the basic CSR terminology and principles. Students will deepen their understanding of CSR by looking at sustainability from a strategic point of view. The students can recognize the importance of integrating sustainability and marketing 3.0 into the company's mission, vision, and values. They understand the importance of communicating the mission, vision and values to the company's key stakeholders: the customers, own employees and the shareholders. The students understand how and why marketing has evolved to focus on fulfilling people's deeper needs in the social, cultural, and environmental domains (marketing 3.0). The students have formed an understanding of how brands can have an impact on issues such as poverty, sociocultural changes, and environmental sustainability.
Literature/study materials
For the latest info, go to the reading list on the intranet: Hanze.nl/marketingprogramme or the Blackboard course.
Intermediate
Content
The course uses three topics to provide an inclusive view on market analysis.
Marketing, sales & communication
In this course, the student learns the theory related to making an internal and external analysis in preparation for making a strategic marketing plan. This internal analysis includes a marketing audit in which the student learns how to assess a company’s marketing effectiveness. The external analysis includes customer analysis, industry analysis and competitors analysis. By using a good system and good tools based on marketing theory the student will learn the benefits of using a systematic route in solving Marketing challenges.
Financial management
In this course, the student learns which metrics can be used to evaluate digital marketing campaigns, marketing channels and (capital) marketing projects on the basis of relevant financial metrics, such as conversion rates, customer acquisition cost, sales-by-channel, return on investment, payback period and net present value. The student builds a dashboard in Excel that is able to transform inputs into relevant outputs.
Organisation & CSR
This course builds on the CSR course offered earlier in the programme. It is therefore expected that the students are familiar with the basic CSR terminology and principles. Students will deepen their understanding of CSR by looking at sustainability from a strategic point of view. The students can recognize the importance of integrating sustainability and marketing 3.0 into the company's mission, vision, and values. They understand the importance of communicating the mission, vision and values to the company's key stakeholders: the customers, own employees and the shareholders. The students understand how and why marketing has evolved to focus on fulfilling people's deeper needs in the social, cultural, and environmental domains (marketing 3.0). The students have formed an understanding of how brands can have an impact on issues such as poverty, sociocultural changes, and environmental sustainability.
Literature/study materials
For the latest info, go to the reading list on the intranet: Hanze.nl/marketingprogramme or the Blackboard course.
Included in programme(s)
School(s)
- School of Business, Marketing and Finance