Course content
Marketing is a core business process and a strategic value orientation that companies have at their disposal to drive profit and sustainable performance. There are two key sides to marketing: (1) an expression of strategic decisions and tasks being enacted, and (2) foundational premises that support and enable excellence. This course focuses on the latter dimension, ie marketing excellence. Marketing excellence is gaining prevalence in today's rapidly changing environments and is seen as an elementary part of the marketing discipline that is gaining increasing attention among practitioners. Despite its growing interest, the meaning of and ways to effectively exercise and evaluate marketing excellence still represent a strong challenge for practice. This course explores the meaning and constituents of an excellent marketing organization, with special focus on capabilities needed for achieving such excellence. As organizations function in a higly turbulent, interconnected business environments, this course also aims to provide an in-depth understanding of the role of marketing excellence in dealing with the challenges organizations face in their dynamic business environments. To address these topical business issues, the course builds on recent publications that explore these novel ideas about and frameworks of marketing excellence, its drivers and enablers, and the meaning and role of market dynamism in marketing excellence programs. The course covers, but is not limited to, the following topics: Marketing excellence, its meaning and constituents; Marketing capabilities for excellence: What are they? How are they developed ?; Interconnection between marketing excellence, entrepreneurial orientation and innovation orientation; Organizational ecosystems as a crucial element of marketing excellence; Market dynamism and market change; Performance indicators of a successful marketing organization and significance of the marketing organization to firm performance
See course description in course catalogue