First term
Second term
Both terms
Not organised
This year
Next year
Alternating years
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Prerequisites
Taught by
Language of instruction
Duration
Identical coursesGlobal, B2B and Service Marketing (B-KUL-D0R36A)
Cannot be taken as part of an examination contractAims
Upon completion of this course, the student is able to:
- Recognize, clarify and illustrate core concepts of marketing as relevant in the functional domains of global marketing, B2B marketing, and service marketing.
- Justify research designs and methods of relevant academic research in global, B2B and service marketing.
- Explain the findings of relevant academic research in global, B2B and service marketing.
- Reflect critically on managerial practice and on research in global, B2B and service marketing.
- Apply theoretical and empirical contributions of relevant academic research in global, B2B and service marketing to real world cases.
- Understand how emerging trends (e.g., digitization, sustainability) affect global, B2B and service marketing.
Previous knowledge
At the beginning of this course the student should know the basic concepts of marketing, as illustrated in for example an introductory course of marketing. In addition, the student should have basic knowledge of multivariate research methods and statistics.
Is included in these courses of study
- Master in de toegepaste economische wetenschappen (Leuven) 60 ects.
- Master in de toegepaste economische wetenschappen (Leuven) (Major: Marketing management) 60 ects.
- Master in de toegepaste economische wetenschappen (Leuven) (Minor: International business) 60 ects.
- Master in de toegepaste economische wetenschappen (Leuven) (Minor: Marketing management) 60 ects.
- Master handelsingenieur (Leuven) 120 ects.
- Master handelsingenieur (Leuven) (Minor: Marketing management) 120 ects.
- Master of Business Economics (Leuven) 60 ects.
- Master of Business Economics (Leuven) (Major 5: Marketing Management) 60 ects.
- Master of Business Economics (Leuven) (Minor 2: International Business) 60 ects.
- Master of Business Economics (Leuven) (Minor 8: Marketing Management) 60 ects.
- Master of Business Engineering (Leuven) 120 ects.
- Master of Business Engineering (Leuven) (Minor: Marketing Management) 120 ects.
- Courses for Exchange Students Faculty of Economics and Business (Leuven)
Activities
2 ects. Global Marketing (B-KUL-D0R36a)
Content
The following topics will be covered in the section “Global Marketing”:
The following topics will be covered in the section “Global Marketing”:
- Basics of global marketing
- Characteristics of international market research
- Characteristics of international marketing strategy
- Characteristics of international marketing-mix activities
- Emerging trends in global marketing
Course material
Slides, academic and press articles as well as relevant book chapters will be provided via Toledo.
Format: more information
The standard lecture is generally accompanied by the following instructional formats and learning activities:
- Interactive discussion of course content
- Guest lectures by experts from industry and research
- Students’ preparation of scientific papers, real world cases and press articles in preparation for the interactive lectures
- In-class polls to monitor the learning progress of students
2 ects. B2B Marketing (B-KUL-D0S04a)
Content
The following topics will be covered in the section “B2B Marketing”:
- Basics of B2B marketing
- Marketing strategy in a B2B context
- Marketing-mix activities in a B2B context
- Emerging trends in B2B marketing
Course material
Slides, academic and press articles as well as relevant book chapters will be provided via Toledo.
Format: more information
The standard lecture is generally accompanied by the following instructional formats and learning activities:
Interactive discussion of course content
Guest lectures by experts from industry and research
Students’ preparation of scientific papers, real world cases and press articles in preparation for the interactive lectures
In-class polls to monitor the learning progress of students
2 ects. Service Marketing (B-KUL-D0S05a)
Content
The following topics will be covered in the section “Service Marketing”:
- Basics of service marketing
- Defining and managing service quality
- Marketing strategy in a service context
- Marketing-mix activities: 4 P’s and more
- Emerging trends in service marketing
Course material
Slides, academic and press articles as well as relevant book chapters will be provided via Toledo.
Language of instruction: more information
Sessions will be taught in English.
Format: more information
The standard lecture is generally accompanied by the following instructional formats and learning activities:
Interactive discussion of course content
Guest lectures by experts from industry and research
Students’ preparation of scientific papers, real world cases and press articles in preparation for the interactive lectures
In-class polls to monitor the learning progress of students
Evaluation
Evaluation: Global, B2B and Service Marketing (B-KUL-D2R36a)
Explanation
FEATURES OF THE EVALUATION
The student will be evaluated on the basis of (1) a group assignment and (2) a written closed book exam with open-ended questions.
The group assignment covers a topic from at least of the three sections Global, B2B & Service Marketing.
The evaluation for the group assignment may include a peer evaluation.
In the exam, the three sections (i.e., Global, B2B & Service Marketing) receive an equal weight, that is, one third of the exam will be devoted to Global Marketing, one third to B2B Marketing and one third to Service Marketing.
DETERMINATION OF FINAL GRADES
The grades are determined by the lecturer as communicated via Toledo and stated in the examination schedule. The result is calculated and expressed as a number on a scale of 20.
25% of the grade is determined by the group assignment and 75% is determined by the written exam.
If the student does not participate in the group assignment, the student receives NA (not taken) for the entire course.
The grade for the written exam is based on the average of the scores for the three sections (i.e., Global, B2B & Service Marketing). The three parts receive an equal weight.
The written exam is only passed if at least two of the three sections (i.e., Global, B2B & Service Marketing) are passed individually.
Information about retaking exams
The features of the evaluation and/or the determination of grades for the second examination opportunity are identical to the fist examination opportunity.
When the student has to redo the group assignment, an alternative individual assignment will be provided.