BlockBookSM

School of Business and Economics
Department of Marketing & SCM

BP2: 2014-2015

Course Manual
Strategic Marketing
(EBC2063)

Block coordinators:
E-mail:

Davy Fuchs, MSc and Ruud Wetzels, Msc
[e-mail];
[e-mail]

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School of Business and Economics
Department of Marketing & SCM

BP2: 2014-2015

TABLE OF CONTENTS
PREFACE .............................................................................................................. 2
1. POSITIONING OF THE COURSE IN THE BACHELOR’S PROGRAMME ........................... 4
2. ORGANIZATION OF THE COURSE ......................................................................... 5
3. STRUCTURE OF THE COURSE .............................................................................. 6
3.1 Tutorial group meetings ................................................................................. 6
3.1.1 Literature discussion ................................................................................ 6
3.1.2 Facilitations ............................................................................................ 6
4. REQUIREMENTS AND GRADING POLICY ............................................................... 10
4.1 Individual Participation (20%) ....................................................................... 10
4.2 Facilitations (40%) ....................................................................................... 11
4.3 Written exam (40%) .................................................................................... 12
5. BIBLIOGRAPHY

Bibliography: Kerin, R.A. & Peterson, R.A. (2013). Strategic Marketing Problems: Cases & Comments, 13  Collis, J.D., & Rukstad, M.G., (2008), “Can You Say What Your Strategy Is?,” Harvard Business Review, April (2008): 82-90. Day & Malcolm (2012),”The CMO and the Future of Marketing,” MarketingManagement (Spring, 2012): 34-43. Day, G. S. and Paul J. H. Schoemaker (2005), "Scanning the Periphery," Harvard Business Review, 83 (11): 135-48. Begley, S., (2011), “ I Can’t Think, “ NewsWeek, (March, 2011): 28-33. Lichel, L. and Lemmink, J., (2011), “Love at First Touch: Creating tangible Service Innovations,” Touchpoint, The Journal of Service Design, pp Stewart, D.W., (2009), “Marketing Accountability: Linking Marketing Actions to Financial Results,” Journal of Business Research, 62(2009): 636-643. Yakenlovich, D., & Meer, D., (2006). “Rediscovering Market Segmentation,” Harvard Business Review, (April, 2006): 122-131. Thompson, C. J., Rindfleisch, A., & Arsel, Z. (2006), “Emotional Branding and the strategic value of the doppelganger brand image”, Journal of Marketing, 70 (1): Ewing, M.T., (2009). “Integrated Marketing Communications Measurement and Evaluation,” Journal of Marketing Communications, 15(2-3): 103-17. Moore, G. A. (2005), “Strategy and your stronger hand,” Harvard Business Review, 83 (December): 62-72.  Coyne, K.P., & Horn, J., (2009), “Predicting Your Competitors’ Reactions,” Harvard Business Review, (April, 2009): 90-97. Rao, A.R., Burgen, M.E., and D. Scott, (2000). “How to Fight a Price War,” Harvard Business Review, (March-April 2000): 107-116. Kaplan, R. S. & Norton, P. (2007), "Using the Balanced Scorecard as a Strategic Management System," Harvard Business Review, 85 (7/8): 150-61.