Radboud Universiteit Nijmegen • Master Marketing

Summary of the lectures of the course Marketing & Innovation at the Radboud University in Nijmegen. I myself completed this course with an 8.2, while the average grade for the exam was 6.7. Extensive notes of all lectures, complemented by the main take-aways of literature.

Summary of all IBM mandatory articles. Also the articles that were no longer needed at the last are in it, these titles are highlighted in red.

Summary of H1 through 14 of the book strategic brand management for the course International Brand Management for the master marketing at Radboud University. Chapters are all exam relevant.

Summary of all the lectures & articles based on the book: Keller, Kevin Lane & Vanitha Swaminathan: Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition, Pearson Education Limited, 2019. Exam grade with this summary: 8.5

Summary of all articles for the course marketing and innovation. Displayed on first page. Summary of all articles for the course marketing and innovation. Displayed on first page.

Summary of all articles and all lecture notes. List of articles included: Tripsas (1997) Unraveling the process of creative destruction: complementary assets and incumbent survival in the typesetter industry. Hillebrand, Kemp, and Nijssen (2011) Customer orientation and future market focus in NSD. Workman Jr, John P. (1993) Marketing’s limited role in new product development in one computer systems firm. Evanschitzky, Heiner, Martin Eisend, Roger J. Calantone, and YuanyuanJiang (2...

Summary of all exam relevant articles and chapters 1, 7, and 15. Notes from lectures and guestlectures also included. [For the chapters that are not included in this summary, it is indicated which chapter it was in the previous edition of the book] Book: Keller, Kevin Lane & Vanitha Swaminathan: Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition, Pearson Education Limited, 2019. ISBN 4969 ONLY CHAPTER 1, 7, and 15 List of articles: Goldfarb (2001): Let...

In this document you will find endless practice questions that you can use for the Consumer Behavior exam. Both multiple choice and open questions the answers. They are categorized by chapter, just like in the ordinary exam (of Consumer Behavior at Radboud University). Good luck!

Summary of all the exam-relevant articles and lecture notes. Articles: Colicev, Anatoli, Ashwin Malshe, Koen Pauwels, and Peter O'Connor (2018). Improving Consumer Mindset Metrics and Shareholder Value through Social Media: The Different Roles of Owned and Earned Media. Hanssens, Dominique M. and Koen H. Pauwels (2016). Demonstrating the Value of Marketing. Haumann, Till, Benjamin Quaiser, Jan Wieseke, and Mario Rese (2014). Footprints in the Sands of Time: A Comparative Analysis of the Effecti...

Summary for Consumer Behavior course at Radboud University, includes exam-relevant chapters from the book, the articles, and lecture notes. Book: Hoyer, W.D., D.J. MacInnis and R. Pieters (2018), Consumer Behavior, 7e Edition, Boston, USA, Cengagelearning. [ISBN-number: 978-1-305-50727-2 Chapters 1,2,3,4,5,6,7,8,9,10, and 17 Articles: Briñol, P., Rucker, D. D., & Petty, R. E. (2015). Naïve theories about persuasion: Implications for information processing and consumer attitude change. Fransen...