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| GEST0233-1 | Operational Marketing | ||
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| Duration : | 45h Th | ||
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| Holder(s) : | Charles Pahud de Mortanges | ||
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| Course contents : | Marketing is the dynamic and exciting function that links a society's needs and production activities, thereby enabling businesses to meet the challenges that they face. And its role in modern business continues to increase. This course provides a marketing decision-making perspective to students, as today's students are tomorrow's practicing managers. It covers the essential areas of the marketing discipline, dealing with those concepts that students should master in order to make effective Product, Pricing, Promotion, and Distribution & Salesforce decisions. Before making those operational decisions students should be familiar with analyzing marketing opportunities and developing market strategies. | ||
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| Course objective : | The course is divided into 5 parts: Part 1 :Understanding Marketing Management. Part 2: Analyzing Marketing Opportunities. Part 3: Developing Market Strategies. Part 4: Shaping the Market Offering. Part 5: Managing & Delivering Marketing Programs. These are also the main topics for the lectures. Marketing decision-making skills will be practiced and acquired through the simulation game Markstrat®. This simulation is designed to get a practical insight into the marketing concepts and to create market-focused strategies. It incorporates theories of market and competitive behavior. Students are grouped into teams that are in direct competition in the simulated world. The teams will confront marketing problems, and develop and implement strategies over as many as 12 simulated years. | ||
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| Prerequisites : | None | ||
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| Workshops : | Examples- Case studies - Game Markstrat3 | ||
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| Organization : | Interactive course with case studies and examples Thursday: 13:00 - 16:00 - 2nd term | ||
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| Written notes : | Relevant course material will be made available online after the sessions: http://www.egss.ulg.ac.be/marketing
OBLIGATORY TEXTBOOK Kotler, Marketing Management, 11th Edition (2003). Prentice Hall. ISBN: 0-13-049715-0 | ||
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| Assessment : | Your course grade will be determined by a Final Written Exam (70%), and your team's performance in the Markstrat simulation (30%). | ||
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| Contacts : | Lecturer: Charles Pahud de Mortanges, Professeur Ordinaire FEGSS, Université de Liège Secretary : Cl. BROSE, Bât. B31, Local II/54 Tel. : 04/366.27.21 Assistant : Nadia LONNEUX Service Marketing (bte 34), Bvd du Rectorat, 7 (B31), 4000 Liège Tél. : 04/366.31.26 - e-mail : N.LONNEUX@ulg.ac.be http://www.egss.ulg.ac.be/marketing Mélanie Antoine | ||
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ULg : Students and Studies Administration - Academic Affairs
Contact : Monique Marcourt, direction A.E.E.
Date of data : 8/04/2005
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