Customer-Centric Supply Chain Management
In today's internationally-oriented business environment it is crucial for prospective managers to familiar themselves with concepts and issues related to marketing and supply chain management. Faced with fierce competition and increasing consumer demands, it is crucial that companies are able to build customer-centric supply chains. That is, supply chains that are designed and managed as to fulfil customer needs and achieve customer satisfaction. Developing a thorough understanding of basic concepts such as market research, marketing strategy, value propositions as well as knowing how to make use of the supply chain in international competitive markets to serve and satisfy customers are thus topics that will be covered in this course. Marketing & Supply Chain Management can be considered as an intermediate course for marketing and as an introduction course for Supply Chain Management. It builds upon the first year course 'Organisation and Marketing' and introduces the basics of research methods and statistical analysis.
Doelstellingen van dit vak
The course aims to develop a better understanding and awareness of how marketing and supply chain management are inherently linked. Fulfilling customer needs and achieving customer satisfaction requires that companies adopt an increasingly customer-centric as opposed to a product-centric orientation. As customer-centricity demands an integral approach towards marketing- and supply chain management-related issues, the main course objective is thus to learn, understand and discuss how marketing and supply chain management are interrelated. This is achieved through the analysis and solution of a real-life problem at a case company by means of a market research project conducted in student teams. In addition, student-led literature facilitation sessions enhance understanding of customer-centric supply chain management, encourage the transfer of textbook knowledge to practical examples, and invite students to apply knowledge by means of up to date case studies.
- SCM is introductory level and Marketing is intermediate level. Exchange students need to have taken at least one marketing course at introductory level.
- An advanced level of English.
Customized textbook compiling selected chapters from state-of-the-art textbooks about marketing research and supply chain management. As the literature is frequently updated, the course coordinator will announce the reading list before the start of the course. The Studystore (Tongersestraat 12) typically sells copies of the customized textbook.
- N. Kiratli