Marketing I

Vrije Universiteit Amsterdam

Course Description

  • Course Name

    Marketing I

  • Host University

    Vrije Universiteit Amsterdam

  • Location

    Amsterdam, The Netherlands

  • Area of Study


  • Language Level

    Taught In English

  • Course Level Recommendations


    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • ECTS Credits

  • Recommended U.S. Semester Credits
  • Recommended U.S. Quarter Units
  • Overview

    Bridging Theory and Practice - Knowledge
    You will be able to:
    - Explain the role of marketing within the organization
    - Identify the crucial elements of marketing strategy
    - Use these elements to develop competitive advantage
    - Analyse marketing situations and identify opportunities and threats to a company

    Bridging Theory and Practice - Application
    You will be able to
    - Apply the central concepts of marketing to a real-world case
    - Develop a marketing strategy based to gain competitive advantage in the market place

    Social Professional Skills
    You will be able to
    - Communicate and present results from marketing analyses and formulate recommendations

    Digital technologies are shaking up the marketplace, making it more and more connected, engaging and social. Therefore it is now more vital than ever for marketers to develop meaningful connections with their customers. This course is an introduction to the world of marketing, that develops around creating customer value and building long term customer relationships. The course touches upon the central aspects of marketing: understanding the company’s position in the marketplace, understanding the needs and wants of possible customers, deciding which customers to serve and how to establish and maintain a long term relationship. Next to these strategic elements, the course focuses on the key elements of the marketing mix (i.e., tactical marketing tools): which products need to be offered (Product)?; what is the best pricing strategy (Price)?; what is the right communication to reach the customers (Promotion), and through which channel (Place)?


    Interim test – Individual assessment
    Final exam – Individual assessment
    Tutorials – Group assessment

Course Disclaimer

Courses and course hours of instruction are subject to change.

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