Aims

Dit opleidingsonderdeel evalueert de volgende leerresultaten:

De student

1.3. (SMM) the student relies on scientific knowledge to execute an audit of the company's network, and map network connections: customer, supplier, and other partner networks

1.4. (SMM) the student can formulate specific recommendations to managers to leverage the network's power

1.5. (SMM) the student is able to describe and reinforce the role of marketing in increasing network power

1.6. (SMM) the student can motivate why company networks contribute to value creation

2.3 (SMM) the student can offer concrete recommendations to reinforce the relationships with external partners based on an audit of the network structure

2.4 (SMM) the student can reflect upon the internal competences necessary to reinforce an organization within the network structure

3.5 (SMM) the student can reflect upon how an organization's internal context can help design the structure and interfaces of a marketing organization, in an attempt to reinforce the internal and external network

3.6 (SMM) the student can offer recommendations about product and service innovations that reinforce the organization's marketing within an open innovation network

3.7 (SMM) the student can offer recommendations about how to reinforce the value creation process by relying on knowledge of digital information platforms

4.2 (SMM) the student critically reflects upon international and organisational trends having an impact on the network structure of organisations

5.3 chooses the most relevant research method for the investigation of a management problem or social question and substantiates this choice.

5.6 synthesizes research results acquired on the basis of a critical analysis (and integration) of information from relevant sources and data, and substantiates solutions for a complex management problem or social question.

8.2 organises, as a member of a team, the project and sets up a detailed and realistic plan, taking into account the context of the question, the scope of the project, the conditions, the limitations, the expected quality and the means available. 

8.3 ollows, both individually and as a member of a team, the arranged plans and applies time management techniques. 

8.4 takes responsibility for his/her role in the team and carries out his/her part of the project on time. 

8.5 assesses, as a member of a team, the project, monitors the progress of the project, deals with uncertainty, gives feedback and formulates points of action and points of improvement throughout the project.

8.6 participates constructively in meetings with the team and with others who are involved in the project.

9.2 chooses and uses the appropriate communication channels and means and adjusts both the communication content and style to the audience and the communication goal. 

9.4 substantiates clearly and convincingly.

10.2  (SMM) the student understands the basic principles of big data, and can offer recommendations as to how big data is used to take strategic marketing decisions

Companies and organisation create value from a network of suppliers and partners, and are themselves supplier to other companies and partners. In the current networked economy, companies with strong networked relations can create more value for their customers, and in a faster way. This course we will study the underlying principles on how networks create value. We study which network constructs exist, and how organisations relate to each other, and how the network can create product and service innovations. On top of this, we will study how marketing and sales teams use digital information to manage the value creation process. We study the strategic value of data and information, and how marketing can tactically and strategically anticipate and pro-actively shape the changing market environment.

Previous knowledge

This is not an entry-level marketing course. The student must have gained prior knowledge on the basics of Marketing in both consumer and business markets: Strategy and vision formulation, Customer insight and trends, Competitive analysis, Segmentation-Targeting-Positioning, Strategic choices and tactical marketing plan implementation. The student must have knowledge of the standard digital information platforms used such as Customer Relationship Management and Marketing Automation platforms.

Is included in these courses of study

• Master in de handelswetenschappen (dag + avond, programma voor studenten gestart vóór 2024-2025) (Brussel) (Specialisatie strategisch marketing management) 60 ects.
• Master of Business Administration (Brussels) 60 ects.
• Courses for Exchange Students Faculty of Economics and Business (Brussels)
• Master of Management Engineering (Brussels) 120 ects.