Value Based 市场营销 - Period 5 STEM in Amsterdam Program Spring 2025 Semester - Extended - - - - - -阿姆斯特丹

How can marketing be valuable? This is the main question guiding our perspective on value-based marketing. 在这方面, we go beyond a narrow definition of the term value-based marketing, which often focuses on questions surrounding the marketing-finance interface ("How does marketing create shareholder value?", "How can marketing activities? financial value be made explicit?"). 相比之下, we take a holistic view on the term "value-based", linking it to customers (consumers, 公司), 股东, 合作伙伴, 社会——简而言之, numerous stakeholders that might be affected by marketing's value creation and appropriation process. This so-called stakeholder orientation on marketing is relatively new and trying to understand marketing?s impact and responsibility beyond its traditional scope. 不幸的是, marketing is all too often misunderstood and used to achieve results in the short term or to pursue self-interests. 在本课程中, we will see that this one-sided view on marketing is very narrow-minded and often counterproductive. 市场营销 can be especially valuable for all parties involved if they understand how long-term value can be created (value creation) and appropriated (value appropriation) from the firm. 为此目的, we study relevant theories and concepts as well as the implementation of value-based marketing in practice.

为此目的, you will study relevant theories and concepts and get acquainted with the implementation of Value-Based 市场营销 in practice. You will learn the practice of VBM by (a) applying the theory in the lectures, b) solving cases prepared for class teaching, and (c) applying the theory yourself in the tutorials in the form of group assignments.

Vrije Universiteit Amsterdam (VU Amsterdam) awards credits based on the ECTS system. 联系 hours listed under a course description may vary due to the combination of lecture-based and independent work required for each course therefore, CEA's recommended credits are based on the ECTS credits assigned by VU Amsterdam. 1 ECTS equals 28 contact hours assigned by VU Amsterdam.