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Strategic Marketing Planning I&II


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In part 1 students define a company's strategic window and conduct internal research by means of analysis. Part 2 starts with the external analysis and results into a final marketing strategy.

Part 1 (The Organization in a Competitive Environment)

Internal analysis
Defining a company's strategic window and conducting internal research by means of analysis. For this purpose, desk research is mainly used. The analyses will lead to an evaluation of internal research in terms of strengths and weaknesses. The integral learning task (= IA) is executed by describing the company's strategic window, the internal analysis. The company chosen relates to the student's major.
The strategic window consists of:
* Mission
* Vision
* Market demarcation (Abell)
* Ambition formulation

Internal research consists of:
* Organization audit
* Marketing audit
* Financial audit

Part 2 (Marketing Strategy Analysis)
This block builds starts with the external analysis and the value judgement, after which the results of the SWOT analysis are interpreted. Subsequently, students draw up a confrontation matrix, formulate strategic options, make a choice based on this, and develop a final marketing strategy.
External research consists of:
* Customer analysis
* Industry analysis
* Competitor analysis
* Distribution analysis

In the second period you will discover which corporate strategies will enable you
to match market opportunities and entrepreneurial capacities.


The Internal analysis consist 1. Organizational, Marketing & Financial audit. 2) Marketing Case Study. The External analysis consists of: Customer analysis, Industry analysis, Competitor analysis, Distribution analysis
Electives: International Marketing Management (3 EC), Marketing Communication (3 EC), Consumer Behaviour (3 EC), Services Marketing (3 EC), Dutch Language & Culture (2x 3 EC), English Support (2x 3 EC), Spanish (2x 3 EC), Italian (2x 3 EC, start only in winter semester)


Proof of admission to higher education.


The Organization in a competitive environment:
Internal analysis, 5 EC
Finance & Accounting, theory, 2 EC
Human Resource Management / Communicative Management Skills, 2 EC
Communication 5 / English, 2 EC
Study and Career Counseling 5, 1 EC

Marketing Strategy Analysis:
External analysis, 5 EC
Marketing Strategy Analysis, 3 EC
Communication 6, English, 1 EC
Business Communication English, 2 EC
Study and career Counselling 6, 1 EC


This programme consists of two parts: 1. The Organization in a Competitive Environment, 2. Marketing Strategy Analysis.
The programme starts in September and consists of 24 EC. In order to obtain more EC, you can choose an elective (5 EC).

tuition fee

Please check www.hanzeuniversity.eu/tuitionfees for the actual tuition fees.

Niveau N.V.T.
Vorm Full-time
Incompany Nee
Open inschrijving Nee
Doorlooptijd 5 maanden
Kosten (indicatie) Tussen de €450 en €1350
Titulatuur Geen titel
Benodigde taalkennis Engels
Gefinancierd Regering
Afronding Certificaat
Credits 30