Theories of Marketing
MSc Business Administration
Lecture and Seminar slides and notes
March 2019
University of Amsterdam
1
,WEEK 1 3
Session 1a - Developments in marketing thinking 3
Session 1b - Development of Marketing Thought 9
WEEK 2 11
Session 1b - Development of marketing thought 11
Session 2a - Advances in Marketing Strategy 15
Session 2b - Consumer Insights (in a Digital Era) 25
WEEK 3 35
Session 3a - Consumer Motivations & Means-End Chains 35
Session 3b - Behavior Modification & Marketing 47
WEEK 4 59
Session 4a - Vicarious Learning & Recap 59
Session 4b - Neuromarketing: Methods and applications for consumer research (1) 67
WEEK 5 75
Session 5a - Neuromarketing: Methods and applications for consumer research (2) 75
Session 5b - Advances in sensory marketing (1) 85
WEEK 6 91
Session 6a - Advances in sensory marketing (2) 91
2
,WEEK 1
Session 1a - Developments in marketing thinking
By Dr. Karin A. Venetis
Conceptual more of a theory
Empirical uses data
Agenda
- General introduction to the course
o Goals/set-up
- Introduction development of marketing thought
o Market orientation: Articles 1 and 2
- Changes in marketing
o Paradigm change: article 3 (rest on Thursday)
- Assignments:
o Reading questions – Thursday
o Survey (team) – Monday
COURSE INTRODUCTION
SETTING THE SCENE
Book launched: the new elite – its not about what you have anymore, its about what you do. Being your inner selve.
What you eat etc.
Marketing is related to status/ associations.
What is marketing?
- A business philosophy à a way to approach the market
- Functions & processes/activities to deliver “customer value”
o Strategic
o Tactical
Role of marketing in organisation
Where is marketing located in your firm?
- Corporate
- Business Unit level
- Brand or Product level
- Field offices
3
, History of marketing thought – philosophy
- Getting products from A to B
- The first mass produced car
Marketing definitions AMA
à 1985: Marketing is the process of planning and executing conception, pricing, promotion and distribution of goods,
ideas and services to create exchanges that satisfy individual and organizational goals.
à2012: Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and
exchanging offerings that have value for customers, clients, partners, and society at large.
Two main decisions
Segmentation
Value differentiation
The marketing system
Research Topics Marketing: theories of … from ‘how’ à what & why?
4
MSc Business Administration
Lecture and Seminar slides and notes
March 2019
University of Amsterdam
1
,WEEK 1 3
Session 1a - Developments in marketing thinking 3
Session 1b - Development of Marketing Thought 9
WEEK 2 11
Session 1b - Development of marketing thought 11
Session 2a - Advances in Marketing Strategy 15
Session 2b - Consumer Insights (in a Digital Era) 25
WEEK 3 35
Session 3a - Consumer Motivations & Means-End Chains 35
Session 3b - Behavior Modification & Marketing 47
WEEK 4 59
Session 4a - Vicarious Learning & Recap 59
Session 4b - Neuromarketing: Methods and applications for consumer research (1) 67
WEEK 5 75
Session 5a - Neuromarketing: Methods and applications for consumer research (2) 75
Session 5b - Advances in sensory marketing (1) 85
WEEK 6 91
Session 6a - Advances in sensory marketing (2) 91
2
,WEEK 1
Session 1a - Developments in marketing thinking
By Dr. Karin A. Venetis
Conceptual more of a theory
Empirical uses data
Agenda
- General introduction to the course
o Goals/set-up
- Introduction development of marketing thought
o Market orientation: Articles 1 and 2
- Changes in marketing
o Paradigm change: article 3 (rest on Thursday)
- Assignments:
o Reading questions – Thursday
o Survey (team) – Monday
COURSE INTRODUCTION
SETTING THE SCENE
Book launched: the new elite – its not about what you have anymore, its about what you do. Being your inner selve.
What you eat etc.
Marketing is related to status/ associations.
What is marketing?
- A business philosophy à a way to approach the market
- Functions & processes/activities to deliver “customer value”
o Strategic
o Tactical
Role of marketing in organisation
Where is marketing located in your firm?
- Corporate
- Business Unit level
- Brand or Product level
- Field offices
3
, History of marketing thought – philosophy
- Getting products from A to B
- The first mass produced car
Marketing definitions AMA
à 1985: Marketing is the process of planning and executing conception, pricing, promotion and distribution of goods,
ideas and services to create exchanges that satisfy individual and organizational goals.
à2012: Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and
exchanging offerings that have value for customers, clients, partners, and society at large.
Two main decisions
Segmentation
Value differentiation
The marketing system
Research Topics Marketing: theories of … from ‘how’ à what & why?
4
