Download IM 2nd year spring short description

HLA9 Marketing Controlling
Marketing and valid Marketing processes are not possible without a consistent database. The
complete Marketing process is based on data and numbers, whereas especially controlling -the last
part of the process- is dependent on valid data.
The aim of the Learning Arrangement at hand is, to provide students with a basic understanding of
Controlling and marketing-related Controlling tools and key performance indicators (KPI). Controlling
is an essential part of the modern understanding of Marketing.
HLA10 Marketing Synthesis
This Learning Arrangement (LA) deals on the one hand with operative processes within marketing
(fourth phase of the complete process) known as the Marketing Mix. The knowledge taught in PLA2
is deepened concerning the diverse instruments. On the other hand the link between strategy and
mix is laid and a complete overview about the marketing process in the consumer goods markets is
developed.
HLA11 Marketing Research
The research project is the first project organized by students independently. It takes place in second
year of study. In groups, students conduct a market research or a marketing project. At this, the
students acquire practical skills such as in the development of questionnaires and their evaluation, as
well working independently with regard to the internship.
The definitions of the term "market research" in the scientific literature, are numerous. However,
two main directions can be identified:
While some authors focus more on market analysis and thus the systematic, scientifically funded and
well-planned approach to the identification of data about markets, other authors emphasize the
creation of a decision basis for marketing decisions and concepts.
In this learning arrangement a market research project (as well as a marketing project in a broad
sense) based on the above considerations is carried out for a specific company/organization.
This LA is based on the theory for market research and statistics (PLA 11) and on first market
research experience in the project “Business Plan” (PLA 9). In HLA11 for the first time a specific
marketing problem is solved in practice. Thus, the marketing students develop skills which are
necessary for their subsequent work placement.
HLA13 Consumer Behavior
The basic concept of marketing includes a systematic market and consumer orientation. The
customer or the customer target group forms the point of departure for every marketing concept.
International marketing science therefore strives to research and investigate details about the
consumer as well as his purchasing behaviour. Today, many marketing decisions are taken based on
the research on consumer behaviour. Findings of the international, especially US-american
influenced behavioural science are the starting point for product development process up to the
communication with the end-consumer. Thus, this learning arrangement focusses on mental and
social aspects of consumer behaviour and their meanings and effects on all areas in marketing
practice. The topic can be characterized by a high degree of interdisciplinary of different scientific
approaches. Emphasis is put on the relations between economic science and psychology as well as
sociology.
HLA14 Economics & Methodology
This Learning Package (LA) wants to give the students an orientation on the methodology (Greek ≈
"Doctrine on the Procedure"), as well as important parts of the current economic problems and
policies. The theory of science in particular has a service function for methodological problems of
empirical science by defining methodological rules. Researcher need these rules need as
methodological guidelines of the research process. Economic policy is in conflict between economic
rationality and political feasibility. This LA focuses on one hand, on the derivation of economic
instruments from economic theories and on the other hand on the implementation of economic
policy measures in practice.
HLA15 SPSS
In this Learning Arrangement (LA) the student has to analyse not only simple, but also complex
statistical problems. The data has to be prepared in such a way, that the problems can be solved
using SPSS. The results of the SPSS output has to be presented and explained in an understandable
way. SPSS can solve a lot of statistical problems, but not all. Knowledge of SPSS skills is more often
preferred by companies.
PLA7 Dutch for beginners
This Learning Arrangement (LA) helps the student to acquire a practical knowledge of spoken Dutch.
This LA focuses mainly on spoken Dutch. However, listening, reading and writing skills are being
considered as well.
PLA9 Fontys Project
In this learning arrangement (LA) student groups (5 students) develop a business plan for a fictitious
start-up student company. In developing and writing the business plan every student group will have
to take management decisions on organisational, marketing, and financial issues with the help the
results of relevant market researches, business theory aspects and personal insights. Apart from the
necessary know-how in different fields of business, the student groups will have to develop other
competences such as attitude, team work, interviewing and report writing to hand in a convincing
final deliverable : a 30-page business plan.
PLA14 Business English
This Learning Agreement (LA) helps the student to acquire oral business communication skills in the
form of meeting skills and presentation skills.
Meetings
At end of this section, the student plans, participates in, and leads a structured discussion. This
means that the student uses highly polite, indirect word usage to deal with conflicts, to steer
discussions and to get the point across during meetings.
Presentations
At end of this section, student speaks effectively in public at first year level. This entails the following.
First, the student learns to structure a presentation by using clear transitions and signals to steer the
audience. Secondly, the student makes real contact with audience by using the fourteen
communication channels in a natural manner. Thirdly, the student delivers speech well. This means
that the student’s English is easy to understand, it conveys enthusiasm, it is phonetically, lexically,
grammatically, and idiomatically correct. Fourthly, the student gives good feedback on observed
presentation performance of other students by stating what went well and what could be improved.
PLA15 Dutch 2
This Learning Arrangement (LA) helps the student to acquire a practical knowledge of Dutch. A
student that has successfully completed PLA 7 and PLA 15 will achieve level A1 according to the
European Framework of Reference for Languages. This LA focuses mainly on spoken Dutch. However,
listening, reading and writing skills are being considered as well. The command of level A1 enables
students to make themselves understood on a basic level in a Dutch speaking environment.