Kies de Nederlandse taal
Course module: 202000561
Strategy Marketing Economics
Course infoSchedule
Course module202000561
Credits (ECTS)12
Course typeStudy Unit
Language of instructionEnglish
Contact persondr. L. Alvino
dr. L. Alvino
Contactperson for the course
dr. L. Alvino
dr. M. Goethner
ir. E.J. Sempel
dr. I. Skute
Academic year2022
Starting block
Application procedureYou apply via OSIRIS Student
Registration using OSIRISYes
Upon completion of the SME module, students are able to:
  • Explain basic strategy, economy, and marketing concepts and models;
  • Identify the  economic and societal complexities of the business environment and the main trends that are likely to shape them;
  • Explain the environmental factors affecting profit and non-profit organisations on macro and micro level;
  • Explain the strategic, economic and marketing capabilities and approaches required for the survival and the growth of companies and organisations in today society.
  • Apply the theories, concepts, and methods in analysing case-based or real-life strategy, economic and/or marketing issues;
  • Reflect on the use of theories, concepts, and methods in a project report;
  • Analyse a situation of an organization, identify problems / bottlenecks;
  • Formulate sound recommendations to a company - real-life or case-based - using the theories, concepts, and methods.

This module introduces you to the fascinating world of strategy, marketing, and economics. Strategy, marketing and economics are three essential domains for managing organisations. Without a clear strategy and marketing-plan, the organisation has no direction and it makes little contribution to its environment. Knowledge of economic foundations is necessary to understand the market the organisation operates in, its structure and the dynamic forces affecting it. The three domains fit well together as each of them provides a different perspective on the organisation and its environment.
In the project of this module you will conduct a strategic analysis of a company and a market analysis for its products. You will a good understanding of theoretical foundations from all three module components (Strategy, Marketing, and Economics) to propose a viable strategy for the company.
Based on your analysis, your experiences during the game, and the theoretical underpinnings of the project you will write a strategic marketing report for that company.

Required knowledge: This SME module builds on the four previous modules:
  • In the TOP (Technology, Organisations and People) module students have obtained a basic understanding of organisations and have had introductory lessons on strategy and the environment of a firm. This basic knowledge is necessary to understand strategy and marketing in their socio-economic context
  • In the BOM (Business Operations Management) module students have obtained an understanding of the operational level of organisations. The SME module complements this by focusing on the strategic and tactical level
  • In the HOLI (HRM, OB, Law & Information management) students have obtained a further understanding of how organizations work and particularly how these four aspects contribute to realizing an organization’s strategy. The SME module complements this by further expanding students’  understanding of strategy, marketing and economics
  • In the FAIS (Finance, Accounting &Information Systems) module students have obtained an understanding of how to support and make decisions on a tactical and operational level. This understanding is an important basis for understanding organisations from a strategic, marketing, and economic perspective.
Module 5
Participating study
Bachelor International Business Administration
Required materials
John Fahy, David Jobber 6e (2019) Foundation of marketing. Mc-Graw Hill
Anthony E. Henry 3e (2018) Understanding strategic management. Oxford University Press
Economics, Richard Lipsey and Alec Chrystal (2015), The 13th Revised edition, Oxford Unversity Press
Recommended materials
Instructional modes

Project supervised
Presence dutyYes

Project unsupervised
Presence dutyYes

Self study without assistance
Presence dutyYes



Written exam, project


Written exam, project


Written exam, project

Market challenge consultancy project

Kies de Nederlandse taal