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Advanced Marketing Management


Admission requirements

An introductory course in Marketing or Marketing Management.


In the Advanced Marketing Management course the implentation of the marketing plan is the main focus: Which decisions need to be taken, and which marketing tools should be used to operationalise the chosen strategies? Students write an operational marketing plan as part of the course.

Course objectives

Objectives of the course
Become familiar with the basic theoretical principles of the marketing mix (“the four P’s”) and learn to implement this marketing mix in day to day operations.

Achievement levels
The following achievement levels apply with regard to the course:

  • Knowledge of the basis principles of the theory of the marketing mix instruments (the four P’s);

  • The ability to apply the theory of the marketing mix instruments;

  • The ability to apply the most commonly used models analysing the commercial status of an enterprise;

  • Knowledge of the elements of the operational marketing plan; and

  • A good understanding of the financial and organisational implications of a marketing plan


The timetable of this course can be found in uSis.

Mode of instruction



Other methods of instruction

  • Description: Combined lecture/seminar sessions

  • Number of (4 hour) instructions: 5

  • Names of instructors: M.J. (Malgorzata) Iwanczuk-Prost MA, N.J.C. (Niels) van de Ven, MSc

  • Required preparation by students: Reading the assigned chapters.

Assessment method

Examination form(s)

  • Written exam, consisting of multiple choice questions, essay questions and a case analysis. (70%)

  • The other 30% of the final grade will be determined by a strategic marketing plan, to be written by the student.

Areas to be tested within the exam
The examination syllabus consists of the required reading (literature) for the course, the course information guide and the subjects taught in the lectures, the seminars and all other instructions which are part of the course.


More information on this course is offered in Blackboard.

Reading list

Obligatory course materials

  • Philip Kotler, Veronica Wong, John Saunders, Gary Armstrong– Principles of Marketing. Pearson/Prentice Hall, Fifth European Edition, 2008.


  • None, all other relevant course materials will be published on Blackboard or be given during lectures.

Recommended course materials

  • Please refer to Blackboard.


Students have to register for courses and exams through uSis.

Contact information

  • Co-ordinator: M.J. (Malgorzata) Iwanczuk-Prost MA

  • Work address: Steenschuur 25

  • Contact information: Weekdays 09.00-17.00 (except Wednesdays)

  • Telephone number: 071-527 7851

  • Email:


  • Institution: Institute for Tax Law and Economics

  • Division: Centre for Business Studies

  • Room number secretariat: B 2.29

  • Opening hours: : Monday to Friday 09.00-17.00

  • Telephone number secretariat: 071 – 527 7851

  • E-mail: